Targeting your message past the point of science and into a customer’s success story

I recently conducted a Sales Training Workshop in Philadelphia with a number of salespeople, all in the same industry, but from different companies with varying levels of experience and expertise. In the workshop, we built throughout the day, beginning with the basics in philosophy and theory through group case studies and role-playing. Their industry, like our industry, is rapidly changing with increases in science and technology.

I was truly impressed with the consultative level of expertise in the better reps. Up to a point. These expert reps knew their stuff. They were experts in the science. They knew their clients’ business; they understood listening and establishing a need for their products and services and had strong communication skills. For the advanced reps in the workshop, the elements of Features vs. Benefits seemed almost elementary and basic. Up to a point …

The point at which I was surprised was the way they positioned their products and services as a true benefit to their clients, the key word being “benefit.” For most of the experts, the true benefit was still in the science. Most defined “benefit” as an improvement in the process or results of the science. I might respectfully submit here that the science is not necessarily the benefit, but still part of the features. And as I work with different groups, the more technical, chemical, or complicated the product or service and the reliance on the “science” of it as the selling point to clients, then the more we lose sight of the true benefit to our clients.

The ultimate goal
For better insight, let’s start by defining what our clients really need. In this ever-evolving marketplace, our clients need to keep pace with radically changing technology, but with which concepts as the end result? In regards to the animal science, “healthy pets” is not nearly as strong of a benefit as pet owners and families who can enjoy their pets. “Healthy animals” is not nearly as strong a benefit as happy clients not having to disrupt their schedules and deal with family anxieties, not to mention costs in regards to the pets they love so dearly. Science can be intricate and complicated, that is all part of the process, but the true benefits to our clients remain relatively straightforward.

Clearly our clients are interested in the science, but building and maintaining a strong repeat client base is the road to the growth of their individual businesses, cash flow, capital improvements, new equipment and ultimately profits. For example, if selling a new piece of diagnostic equipment that will perhaps perform a function more comprehensively and much faster for the client, understanding the science and communicating it to the client is important. But more important is the fact that the client’s customers will not have to wait for the results, and can leave the clinic with answers and solutions on the same day or in minutes, which reduces their anxieties and delivers relief to their animals. That is the true benefit. Thus the client is more likely to become a repeat customer and more likely to become a strong referral.

If you are selling a new medication or vaccine, the science is important. But potentially saving customers significant money in the long run and protecting pets from escalating costs of treatments might be the true benefit.

Selling surgical supplies that are more resistant to infection or more durable is great science. But the connection of how a clinic might reduce costs and increase the bottom line is the true benefit.

When in doubt, we need to make sure we have a message that directly relates the benefit of increasing customer satisfaction, or profitability or reducing costs. In today’s sales world, we may only have one chance to connect with a new client. We need to target our messages past the point of science to how our technology will contribute to their success.

Increases in technology and research are awesome. Science is what keeps our organizations ahead of the curve whether we are distributors or manufacturers. But going past the critical point of the features of the science and directly connecting them to the benefits of maintaining and building a profitable business will position us at the top. The road to our success is through putting our clients in a position to be successful. That is the true benefit.

Mike Muetzel is a nationally recognized author and resource for sales and management teams. He is popular speaker and great addition for any meeting or event. Contact Mike at (770) 486-1416, or visit www.unlockthemysteries.com