Effective sales and marketing rests upon understanding your prospect’s situation and what he/she needs to know before they can trust you and accept that you’ve got the right answer to solve their challenge. Your goal is to present user-centric, not product-centric, information that helps your prospect move toward purchase.
To help you develop your user-centric messages, following are 5 important “Why” questions you can use. Ask yourself these questions. And do your best to answer them in terms your target audience would use, rather than in terms you, as the expert, would use.
The answers you develop become the basis for a more powerful web site, brochure, social media platform, and selling points you can use in conversation.
THE “5 WHY’S” FOR MORE POWERFUL MESSAGING –
- Why does your solution matter to the prospect?
Discuss what challenge your solution enables the buyer to overcome. What will the buyer “get” when using your product or service. What benefit do they realize? - Why does working with you help them solve their problem?
Explain the implementation of your solution, so the buyer is assured that your claim is reasonable and accurate. - Why you vs. the competition?
Straightforward. Tell them your differentiators. Make them as specific as possible. Remember, competitors will also say they are “the best,” and “most reliable,” and so on. Back up your claims with facts, not generalities. - Why will they be delighted once they’ve bought from you?
Detail how their worklives are improved, their challenge solved, and your after-sale service and support. Testimonials can help here. - Why do you do what you do?
Belief is very powerful. If you believe that your product/service is indeed an excellent solution for the prospect, it shows. If you’re “just collecting a paycheck,” it can take some of the passion off your presentation. Understanding why you and your company are in THIS business, and not “any” business, makes your approach more successful.
Also, ask team members and clients these questions about you as well. The more intel you gather, the better off you’ll be in crafting your new position and message.
When you sell from “WHY,” you make the case for action NOW by your prospect. The “What” and “How” information are needed, but it’s the “Why” answers that will move prospects forward through your sales funnel.