As I mentioned here, I am working my way through the 52 chapters of The 29% Solution by Ivan Misner and Michelle Donovan, covering one chapter every Thursday. If you choose to take the journey with me, these weekly networking success strategies will help develop your skills as a networker and also give you the tools necessary to build a strong referral-based business.
Week 30 - Talk About Benefits, Not Features
You sell mortgages. People need a mortgage to buy a home so they talk with a couple of lenders. What's going to make them choose you? Different mortgage loans have different features, but that isn't necessarily what the client wants to hear about. They want to hear the benefits. Why is the loan you are recommending the best one for their needs? Yes it may be the only loan they qualify for, but it is important that they see the benefits. Talking benefits over features may be what sets you apart from the competition in getting that next loan.
Talking benefits over features will also do much to attract strong referral partners.
Week 30 Action: To zero in on the benefits of your business, your first task is to focus on your best customers. What problems were they experiencing before they came to you? What problems did you solve for them? How did you make their lives easier? The answers to these questions will begin to connect you with their motives for (choosing you to do their loan or send you referrals) buying your product or services. You provided some value to them that was significant enough to cause them to spend their money. What was it?
Note: Content in italics taken directly from Ivan Misner and Michelle Donovan's The 29% Solution.
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