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Your Ideal Customer Profile Lies at the Heart of Your Benefits and Solutions
The key to soft sell sales and soft sell marketing is to only talk about the benefits your products and services offer that your ideal prospect cares about. Remember, everyone, consciously or unconsciously, is always wondering WIIFM — “What’s in it for me?”
At the pace the world moves today as well as at the rate information overwhelms us, people will tune you out if you don’t quickly give them a reason to think you actually have something that might improve their lives now. If they’re on the Internet, they’ve clicked off your site. If they’re talking to you in person, they’re just waiting for a convenient point to say goodbye or “We’ll see you later.” Mentally they already left.
My previous blog posts starting with the Ideal Customer Profile, “Soft Sell Marketers Naturally Focus on Prospects Matching Their Ideal Customer,” all lead up to making it easier for you to capture your prospects’ interest quickly. Because you identified the characteristics of your ideal customers, you know about their problems or desires. From this, you made a list from your customers’ viewpoints of wants and needs to fix their problems or to gain their desired results. Now you decide what benefits your products and services offer that speak to these issues. Write them out as solutions.
When you talk with a prospect about potential problems you’ve seen with other customers like them, you are more likely to hook their interest enough to talk a little bit further or to read another paragraph. As soon as they feel you understand them and what they feel their needs are, they have a vested interest in learning more.
Whatever you do, don’t rush into suggesting a solution until you are sure you know they have a problem that you can help with and that they want to fix it. If you push too soon, you merely confirm their suspicion that you are a hard sell salesperson. Soft sell sales and soft sell marketing are about the relationship first. If the need is there and they trust you and your solution will actually fix their problem or deliver what they desire, they will buy.
So get to know and understand your ideal customers. Use this to relate to prospects most like your best customers. Seek to develop that relationship. You need to really care about them first. When you help customers buy, sales and marketing become fun! The results are mutually rewarding. I assure you, the soft sell sales and soft sell marketing approach produce sales that are a real high. It’s definitely not just about the money. It’s about the connection!
To make this work for you, start now. Write out five benefits your products or services – pick just one – can produce for people or companies matching your ideal customers.
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