Are you applying the “So What Factor” every time you talk about your products and services?

If you are passionate about what you do, it is very easy to fall into the trap of telling potential clients as much as you can about the features of your products and services and ignoring the “So What Factor.” Are your potential clients really interested in listening to you talk about all the features of what you have to offer?  The answer is no. What they’re really interested in is WIIFM - What’s In It For Me.

They want to know what specific results, benefits and value they’re going to get from your products and services. So how do you make sure you always address the WIIFM when you talk about the features of what you have to offer? It’s simple: just apply the “So What Factor.” From now on, every time you mention a characteristic or feature of what you have to offer, follow it with a sentence to the effect “So what that means to you is….” By doing this you will be letting the potential client know the specific result, benefit and value they’ll be getting from this feature. By doing this you are addressing the WIIFM. 

The “So What Factor” links the features of what you have to offer to the WIIFM. If you don’t know what the “So What Factor” is for a feature then don’t mention it to your potential client. Remember they always want to know WIIFM.

Last 5 posts by Tessa Stowe

• Hate Selling? Start By Being “You” When Selling - October 5th, 2007
• What steps can you take to overcome your fear of selling? - September 29th, 2007
• Are You Having Sales Conversations From Your Head? - September 23rd, 2007
• Three Steps To Authentic Sales Conversations - September 22nd, 2007
• A Simple Sales Strategy: Ask Questions - September 17th, 2007

This entry was posted on Friday, July 20th, 2007 at 1:50 pm and is filed under Sales. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.