It’s axiomatic that you should sell benefits, not features. Many consultants work hard to clarify the value of their offerings, and that helps clients make informed decisions. But can you do more?
To boost the value of your product or service in the minds of clients, do what some politicians are famous for—go negative. No, that doesn't mean you should slam the competition. Instead, think about the attributes of your offering that could help clients prevent a loss or avoid a risk, and include those attributes along with the benefits you normally spell out.
The urge to avoid loss is a powerful motivating force in buying behavior. In one study, business buyers were motivated to invest in Internet technologies due to fear of obsolescence, not because of the opportunity to enhance their businesses.
Some consultants sell exclusively on fear, uncertainty, and doubt. I’m not advocating that questionable approach.
But an honest assessment of how your product can avert a loss focuses the client’s attention squarely on what makes your product different. Include that assessment in your sales and marketing communication to add some punch to your proposal. That may be just the differentiator you need.
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