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Sometimes Selling The Benefits Isn’t Enough

We’ve all been given the marketing advice that we have to sell benefits rather than features. Of course no one buys a chair because it’s been ergonomically designed but because it supports our back.

But sometimes highlighting the benefits you deliver may not be enough. In my business I often run across people who tell me they don’t need any help with their small business marketing because they’re growing already. When I ask whether they’d prefer to grow at double, triple or even four times that rate, they normally admit that they’d like to but are totally sceptical about whether it’s achievable. Obviously that then gives me the opportunity to explain that if their marketing is done better than they are currently managing, then they could grow at a more exciting rate.

The point here is that these sort of people need to be sold on the fact that they have a problem before they are going to buy your solution. The challenge here is that many people who really need your services, don’t realise it. Your first job is to educate them that they have a problem that you can solve.

Another and slightly more dramatic example would be someone who uses a cheap accountant. While the client may be congratulating themselves that they are getting their tax returns done cheaply what they may fail to understand is that either low quality advice or even wrong advice may be costing them thousands of pounds every year. This client has a major problem but may be blissfully unaware of it.

So the benefits of your service are extremely important in your small business marketing  and you should continue to focus on the benefits you deliver to your customers  but on their own they may not be enough. You may also need to convince prospective clients that they have a problem in the first place.