Customer Focus (WIIFM – What’s In It For Me):

• A Solution (product solves a problem)
• Features/Benefits (improves on/adds to current solution)
• Performance
• Comfort/Security
• Image
• Quality
• Price (some lowest, some best value)
• Relationship (just buy from certain businesses/business associates)
• Service/Warranty (Return policies, warranties, turnaround time)
• Selection
• Location
• Tradition (habit)
• Innovation (new innovative products)
• Emotion (makes them feel good, impress others, show love/appreciation)
• Convenience

Recognize Why Customers Don’t Buy:

• Fear of Loss
• Lack of Trust
• Lack of Comfort
• Lack of Quality
• Not a Viable Solution
• Lack of Need
• Contrary to Customer’s Image
• Not Important
• Has a Defect
• Bad Past Experiences
• Prefers Another Product

Relationships Customers Look For:

• The Coach/Expert
• Friendly/Caring
• Have Same Goals as Customer (customers like to believe your goal is to help them–not take their money)
• Relationship Marketing (establish a sense of being related)

Customer Motivations:

• Goal Oriented Motivation (saves time)
• Image Oriented Motivation (biggest, best, exclusive, expensive)
• Useage Oriented Motivation (product is best for very specific use)
• Entertainment Oriented Motivation (adventure, entertaining)

Customer Hot Buttons:

• Tell the Truth (stats, charts, visual demos, specific claims–thicker, spicier sauce)
• Get Real (customers buy on quick impressions–tell the truth & get real)
• Drama (unbelievable offers–any part free if not available, dramatic products)

Action Steps:

• Find a point to specialize on – find a reason for people to buy that no one else is providing
• Look at your competitors – list the reasons people buy from each
• Look at reasons that no one is addressing – see whether they would apply for your business
• Evaluate relationships, motivations & hot buttons used

.doc File Worksheet
(or) PDF Worksheet

Heavily Based On: Marketing Magic, Don Debelak