I was looking at some promotional literature and web sites
the other day and it was interesting to note the number of
times the words – “We” and “Our” was used in this material.
Lots of statements such as: “We are a leading supplier of__”
“Our products do__” “We research__” “We have 50 years
experience__” Very rarely did I read anything that stated
what these businesses did for the customer. They were all
features rich and benefits poor.
It’s not enough to tell the world how clever you are and
expect them to work out how they might be able to use your
product or service. You’ve got to tell potential customers
how your products or your skills and expertise bring
benefits to them. Benefits such as – saving time – saving
money or making their life easier. There needs to a lot more
use of the word “you” or “your.”
Use statements such as – “You will save x amount of money
due to the research we do__” or “Your business will reduce
downtime by y amount due to what we do__” or “You will feel
confident in our service due to our 50 years experience__”
Of course it goes without saying that you need evidence to
back up these statements.
Think about yourself as a customer and how impressed you are
with statements such as – “We provide a quality service” or
“Our company has been in business since 1832” or “We work
closely with our customers”
So have a look at your promotional leaflets or your website
and check if the wording is “customer” focussed or “you”
focused.
Discover how you can generate more business without having
to cold call!
Alan Fairweather is the author of “How to get More Sales
without Selling” This book is packed with practical things
that you can do to get customers to come to you.
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