In this step, it’s finally time for you to use the information you’ve gathered from Step 2 to sell your idea/product/service.
Let’s say I’m pitching my “I am Gifted” program to a group of parents. What information have I gathered so far? I already know that
(a) Most parents are frustrated with the fact that their children are unmotivated.
(b) Their goal is to help their kids get good grades in school so they can eventually get a University degree and have better career prospects.
(c) The emotions they value most is “love” and “peace of mind” So, how would I present my program as the solution?
Here’s what I’ll say…
“In my ‘I am Gifted’ Program, your child is going to learn the 10 steps formula on how to study effectively and have fun at the same time. Because once they learn how to enjoy studying, they will be naturally motivated to study and to overcome their procrastination and laziness.
And once they master the 10 steps formula, they will be able to get good grades, get into the top Universities and you’re going to have the peace of mind that you’ve already done your best to love and nurture your child.”
Then, I’ll continue by showing them testimonials and case studies of how other children who graduated from my programs improved their grades and so on.
So what have I just done?
In just a couple of minutes, I’ve demonstrated how my program can solve their frustrations, help them achieve their goals, and help them experience positive emotions(or avoid negative emotions).
Just as importantly, I’ve also built credibilityto my program by showing them testimonials and case studies of how other children benefitted from my program.
It’s straightforward and simple, isn’t it? Now, do you know there is a technique to presenting your solution so it’s at least twice more appealing?
If you master this technique, you can literally stir your prospects’ emotions and get them excited.
Before I show you how to do that, it’s important for us to understand the big difference between “Features”and “Benefits”.
Featuresare all the characteristics of your product/service. The benefitsof the product tell you very simply how the product can help you. Let’s say you’re shopping in an electronic store for a new computer. Now, what do most salespeople say?