Start Selling Outcomes (thanks Dorothy)

Dorothy Loslo posted this on the yahoo group today and I wanted to share it with blog readers too:

Start Selling Outcomes

Instead of talking about the features of your products and services, declare to the world, "I am the obvious choice! Doing business with anyone else would be foolish."

Start talking about the specific reasons a prospect should choose you over everyone else. Discuss what they will gain from their investment.

You want to make concrete offers and tie those offers to powerful benefits by answering these questions:

-What are the big obstacles your customers are facing?
-What do they have gain by working with you?
-What do they have to lose by not working with you?
-What are your competitors missing?
-What do you do potentially better than anyone else?

Your potential customers are dying for a buying preference that makes their decision making process easy. So, make your claim, back it up with a promise and a guarantee and tell the prospect exactly how and why you will make their life much, much better.

Communicate your ideas through a compelling story or message that causes people to take action and allows you to measure your results.

I thought it was great insight. Dorothy, did you write this or find it somewhere? Thanks!