As the creator of the product or service you provide, you know it intimately. You understand how your new product benefits others and how it can transform lives or businesses. You know every nook and cranny there is to know.
When you know something so well, you automatically assume everyone else should know it too.
Well, they don’t. That’s why you need to spell it out in detail to your potential client.
In Part 3 of this series, you explained the “S” in “IISB:” your Solution. But you’re not quite done yet.
I have often fallen into the trap of explaining my Solution and asking, “You want to buy it?” When they say no, I’m always surprised.
However, I shouldn’t be surprised. Why? Because I assumed they understood the Benefit of my Solution.
That’s where the “B” in “IISB” comes into play. My Solution is incredible! It solves their Issue. That’s still not enough.
I need to spell out for them in detail the Benefit of my Solution. This is what gets them to cross the finish line. In my previous example of a home cleaning service, I explained how hiring their team is the Solution to their Issue. What are the Benefits of that Solution?
The Benefits have to hit home and relate to their experience.
As you begin to refine your IISB strategy, you’ll soon find many ways to implement these ideas, besides your in-person meetings with folks.
Your website copy should change. Printed collateral will have to be adjusted. Your social media posts will be different.
Ultimately, this is all about knowing your audience and their needs and adjusting your pitch to their needs.
If you start with your Solution without understanding their Issue, you are done for.
And believe me, this is the biggest mistake I have made in my career. The world does not revolve around me and my services (as much as I’d like it to). It actually revolves around your potential client.
Once I understood that, my sales increased. And my clients are better for it. Which, in turn, means my business is better for it.