Features and price have a weird sales connection:
When you start talking about features, your prospect starts thinking about price.
If all you talk about is features, you sound like every other seller in your marketplace.
So if you want to stand out in a crowded market, here's how to do it:
Talk about something else.
A decade ago I was business development manager for a full service IT firm back in Vancouver. The copy for our website talked about how we "understood your business" if you were a client and didn't "just talk techie jargon." I was real happy with it until I saw a few competitor sites.
Darn it.
We were all saying the same things. Nothing was there that helped us stand out. Back to the drawing board.
Move the Sales Conversation Off Features and Price
If you're in web design, don't talk about web design.
If you're in car sales, don't talk about cars.
If you're in marketing consulting, don't talk about marketing.
Chiropractors who aren't making any money talk about cracking backs at chiropractor conferences.
Poor web designers talk about web design when they get together.
People who aren't making money at the thing talk about the thing.
Don't talk about features. You won't stand out.
Don't talk about features. You'll induce your prospect to start thinking about price.
When a prospect has nothing to compare you to others on than technical features, all their decision comes down to is price.
They don't have anything else to make that decision on, do they. They don't know about anything else.
Do you want gearheads as clients?
Maybe you do. You know, the person who always has to be right about this or that technicality. The one who will question your every move. The one you have to keep making the sale to as you go, because they know better than you despite you being the expert they hired.
That's who you'll attract if all you talk about is features.
Stop Making Your Prospect Think About Features and Price
Stand Out by taking about something else. Something different than what every boring, cookie cutter version of you is talking about in the industry.
Talk about your branding. Talk about your experiences. Talk about who you've helped.
Talk about pain points. Talk about success stories. Talk about results.
Talk about anything else than the dull, unexciting pabulum everyone else in your field is tone-deafly reciting.
In my case with the IT firm, I went back to the drawing board and started talking about client success stories instead. This filtered for the right kind of managed services and custom programming clients.
>> Jason Kanigan is a conversion expert and business strategist. To book a call with Jason to discuss your business, click here.
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