Sell the Sizzle - Not the Sausage

Having spent this week working on a proposition for a new prospect as part of a team, "Sell the Sizzle, Not the Sausage" has become a mantra for us. The problem we faced is the same one as is faced by most businesses - it is really easy to become focussed on the how and what and to forget the benefits that the customer is interested in.

Most business owners I speak to can talk for ages on the way their business delivers its products or services and how good they are at making the ultimate in widgets. These same people are so wrapped up in their widgets, that they forget the most important question a prospect will insist on having answered:

What's In It for ME?

We must focus our attention to answering this question with facts and data - in terms that mean something to the prospect. Our focus must shift from:

Features

to

Benefits

Next time you find yourself talking in strange dimensions that get you a puzzled look from your prospect, go on to say:

• Which means that - you will ......

And expand on the benefits that your customer will gain from dealing with you.