Small Business Marketing Articles...

Small Business Marketing Tips -- The #1 Question You MUST Answer

If I were to ask you: What is the #1 question you MUST answer with your prospects?

What would you say?

How much is it?

How long will it take?

How does it work?

What is the process?

What are the benefits?

Sorry, it's none of the above.

The #1 question you MUST answer with your prospects is:

"What's in it for me?"

That's it. Pretty simple question, but oh how many small business owners miss this.

We'll answer questions on price, features, benefits, and everything else under the sun...all the while missing the biggie, the #1, the "what's in it for me?" question.

So, why is this the #1 question? Simple. Everyone asks this question either verbally or subconsciously when they buy.

You see, we as humans are rather selfish in nature. Sorry, but it's a fact. I am, you are, everyone is at some level or another. As prospects our core question is "what's in it for me?" We want to know... we need to know... If this question goes unanswered, we won't buy and the sale is lost.

When you're actually talking to a prospect, they may not verbalize this question specifically... as I just mentioned, we have this question either verbally or subconsciously.

Instead, you may hear questions like: What do I get? Why should I do this? How will this help me? And other variations, but when you boil it down, it's all the same big question..."what's in it for me?"

When you're talking to a prospect, you've got to have this question in the center of your mind with everything you do and say. You MUST answer this question... always.

Too many small business owners miss it. In turn, too many small business owners do not have as many clients as they could.

We all want to know "what's in it for me?" So, what does this look like? How do you answer this most important question?

The key is to focus on results.

Not price, processes, features and other fluffy things, but rock-solid, hard-core, specific benefit oriented results.

The first step is to explore the results that you get for your clients.

What are the results? What are the benefits of the results? How does this help the client? Be specific. Don't just say "more sales". How many sales? What does more sales give them? How does more sales help them?

If your services or product will result in twelve new sales in three weeks... great! But, go deeper. What does that mean for the prospect? What's in it for them? Will it mean more money? Of course, that's obvious... but what else will it mean?

That's the key. That's the result they will be looking for. That's the answer to "what's in it for me?" The deep, pin-point, accurate results that the prospect is looking for.

Answering this question moves them toward doing business with you.

Here are a few items to think about when trying to answer the "what's in it for me?" question:

Think about why you buy. Isn't it true that you always get your "what's in it for me?" question answered when you buy something? Absolutely. It may be a small "what's in it for me?" or a big one...but you buy based on that question being answered.

Think about how others you have bought from answered the "what's in it for me?" question and mimic their process for your own world.

Be as specific as possible. If you paint a crystal clear picture that answers "what's in it for me?" you will convert more prospects to clients. Specifics sell. If you are vague or confusing you will hear a lot of "I'll think it over".

Remember that "what's in it for me?" is a question wanting results as an answer... whatever those results may be, they must address what the prospect really wants and needs. How will it benefit them, help them, solve their issue or problem. That is the key as to why people buy.

Next time you are talking to a prospect, point blank ask them, "have I addressed and answered your what's in it for me question"?

You may be surprised at their answer. If they say "yes", great. If they say "no", its time to back up and make sure the #1 question doesn't go unanswered.

I'll leave you with a quote I recently came across..."A confused mind never makes a decision." Answer the "what's in it for me?" question and your prospects will never be confused.

By Jeanna Pool
©2008 CATALYST creative, inc.
All rights reserved.

ABOUT THE AUTHOR
Jeanna Pool is an author, speaker and marketing consultant. She helps small business owners attract more clients on a consistent basis. Visit Jeanna’s web site at http://www.MarketingThatWorks.com for marketing resources, tips and strategies to help you attract all the clients you want and can handle.

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