The Benefit of Hope
Can you find a way to sell the benefit of hope?
The practice might very well provide you with a significant advantage, especially in today's tough economy.
You may be familiar with the axiom, "Features tell,
but benefits sell." If so, then you know it simply means that, when involved in
selling, we should avoid the trap of talking about or promoting "features" in
favor of identifying and promoting the
So, you may be wondering, how does the benefit of "hope" fit into the picture? Like many things in life, this concept is simple but not easy.
The key is to learn enough about our audience
their challenges and goals
so that we can identify what might provide
them with hope. This is not easy work. It requires effective probing and (of all
things!) listening skills, and it requires the use of both common sense
and imagination. But we must determine how our product or service can help them
improve their overall position going forward. We must figure out how to help
them become hopeful going forward into what, by all expectations, will be a
difficult economic year. And then we must share the hope and good news in
For example, if you sell consulting services, how
will your customers benefit from those services? Are they hoping to reduce head
count, hiring or training costs? Are they looking for ways to save time? Can
your consulting services help? If so, how
If you sell technology or office equipment, how
might your customers benefit? Are they working to enhance productivity or lower
operating costs? If so, how can
In other words, instead of worrying about reduced budgets, lower spending limits or total cutbacks, the mission is to work harder at identifying and presenting the most relevant solutions − solutions that will give your customers hope in their ability to achieve their objectives or deal with their challenges.
Closer to Home
If the economy is, at least to some degree, a function of consumer confidence and attitude, then let's become the catalysts for a more hopeful perspective.
The Benefit of Hope