Here’s an old sales adage that remains true: Features tell, benefits sell.
Two weeks ago, I was asked to review an event sponsorship deck for a creative, vibrant and successful company. If you don’t know what a sales deck is, it’s a series of slides that accompanies a presentation, usually with the intent of selling something — in this case, corporate sponsorship packages for an event.
The deck did a wonderful job describing the history of the event, the demographics of the audience, and the sponsorship packages. The deck meticulously listed all of the sponsorship features, including pricing, booth size, where the sponsor’s logo would appear, the number of social media posts the sponsor would receive, and on and on.
And that’s where the deck ended. No additional information was provided.
Can you tell me what was missing?
Reviewing that deck, a potential sponsor could tell you all about the event, its audience and the details of sponsorship — but they would have no idea why they should invest.
Missing from the deck was a slide or two that outlined the benefits of participation — the pain points the company could solve by investing in the event. As we’ve learned, the selling process must be focused on the client. This sales deck was focused only on the event (the seller), leaving the potential sponsor responsible for connecting the dots — not a powerful place from which to sell.
Your Challenge This Week:
This week, I want you to take an audit of your sales materials and ask yourself: Am I describing the benefits, or just listing the features? These sales materials can include digital sales pages, pitch and follow-up emails, sales decks, sell sheets (anywhere you’re outlining your offerings).
Going deeper, take a listen to how you talk about what you do. As a sales coach, when someone asks me what I do, it would be easy to say something like, “Well, I host 3-hour one-on-one sessions with entrepreneurs where I teach them how to prospect, follow up, set pricing, close the sale, renew clients, monetize their digital platforms and sell event sponsorships.”
Inspiring, right?! NOT.
Instead, I always lead with the benefits: “I help entrepreneurs consistently make more money and boost their confidence around sales.” The “how” can come later.
If you find yourself falling into the trap of listing features instead of highlighting benefits, it’s time to make some changes. If you’re unsure where to start, try asking your current clients and potential customers this question: “If you could wave a magic wand and have anything you want in terms of your business, what would it be?” (Insert “your life,” “your relationship,” “your body,” to align with your business.)
Listen to their answers — the results they desire are the same results you should be talking about in your sales materials and conversations.
Remember, clients want to know, “What’s in it for me?” They are focused on the benefits, and you should be, too!