What's In It For Me? - Selling The Benefits

I read somewhere that instead of telling customers you are selling 1/4" drill bits, tell them you have a tool that lets them drill 1/4" holes.

This is an important distinction - and one that many service marketers tend to forget. When you're close to your company's service, it's hard to tell the difference between its features and benefits. Also, it's natural to think that what you find important - namely information about your company - your clients will, too. But what your clients really want to know is how will your service benefit them and why should they use it?

Answering the question, "What's in it for me?" is easy once you learn a few tricks:

1. Think differently...