The Power of WHY-WHY Should I Do Business With YOU?

Affluent prospects and clients today are all about the value they perceive you offer in your marketing messages and in your presentations.

So, WHY Should I do Business with YOU?

• Does it capture a prospect’s attention?

• Does it speak to the value they will receive from you?

• Does it position you and your firm as a resource for them?

STRATEGY #1

Never Underestimate the Power of

Effective Positioning

POSITIONING….

helps place you in the marketplace.

POSITIONING….

guides all your promotional activities.

POSITIONING….

enables you to distinguishyourself as a Marketer versus a Merchandiser.

• Merchandisers focus on products, services and attributes.

• Marketers focus on peopleand their desired outcomes.

STRATEGY #2

Your Reason to do Business Should Always Communicate the Overall Value You Deliver

• People today look for distinction, not “difference.”

They want to know, before they engage, what sets you apart from all others.

• Buyers want to know what you have accomplished

for people like them.

“WHY should I do business with YOU?”

- I/we give great local service.

- I/we have years of experience.

- We have great financialand insurance solutions.

- I have many satisfied clients.

Those types of answers are focused onconvincing people.

Who you are, how you do things or what you have, is not the answer to why!

For 10+ years –“Low Prices Every Day”

Now –“Save Money, Live Better”

Describing your value by talking about you or your firm while commendable…..

…does not connect with the mind or emotions of the prospect!

People only relate to theirperspective.

What am I able to accomplishwith you?

(Think what you have done for people like them.)

How can I benefit from doing business with you?

(Think of the overall outcome they desire.)

People engage when they see/hear a high level

promise of the outcomethat they will receive…

…based upon what you have accomplished for

others like them.

When You Absolutely Positively Need It There Overnight!

Expect More.Pay less.

Helping the WorldKeep Promises.

“Live the Give.”Two for one.

Live Life Comfortably.

So, How Do You Reposition and Reshape Your

Messaging???

1. Ask your five best clients,

“Why do you do business with me ?”

2. Capture their answers verbatim.

3. Then immediately ask them,

“Why is THAT important?”

4. Capture their verbatiumanswer to this as well.

5. Using their words, crafta 6 – 8 word

value promiseyou can use to answer the

questions:

“WHY should I do business with YOU?”

or“What do you do?”

As an example, when asked “What do you do?”

Respond with “I enjoy what I do as a financial advisor because my clients say I/we…”

Help them get their financial life in balance – or

Protect their way of life - or Navigate complex Insurance issues – or Achieve their financial objectives

Your answer will beauthentic

to you, your practice and your firm!

STRATEGY #3

When you Meet - Explain Your Advice or Recommendations so that It Matters to Them!

GAPBuyer Advisor

1. Information is ubiquitous.

2. Most sales presentations sound and look thesame.

3. Information and recommendations provided without clear application will be ignored.

How does this information or recommendation apply to me and solve my problem(s)?

Use these clarifyingphrases…

1st State an attribute of the recommnedation or advice you offer and then say…

“And what this means to you is…”

2nd Then follow immediately with a personalized benefit using the phrase …

“And the benefit to you is…”

Focus on the Functional Advantages/Emotional Benefits Your Products/Services DeliverYour Attributes or Features of Your

Practice/Product/Process/ Services

What It Is(All about you)

What is the Advantage to the Prospects/Clients:

What are THEY able to accomplish /solve with your attribute/feature?

(i.e. the Function)

What is the Personalized BenefitProspects/Clients will gain from what they will

accomplish:What Does it Do for Them?

(The Outcome THEY Desire)

1

We do a detailed review of your finances for you,

and what this means to you is

Together we can identify where you are now and the pathway forward.

and the benefit to you is

You have the comfort of knowing that you have a comprehensive and thorough plan you can follow.

2

We have years of experience helping our client understand their insurance options.

and what this means to you is

We can provide well thought out answers to your coverage questions,

and the benefit to you is

You have the confidence to know you are getting the right coverage for you and your family.

3

We have a wide range of financial products and services,

and what this means to you is

You will have full access to the financial resources you need.

and the benefit to you is

We can meet the needs you have to help you keep your financial life in balance.

STRATEGY #4

Be Certain They See the Value of Moving Forward with You

Step #1“Now that I have provided these

proven recommendations, is there any reason why we can’t move forward?”

Step #2Immediately, set next steps

to move forward.

“Ok, so here are the next steps we need to take together…”

- Adults respond to directional steps.

Your Action Steps are:

1. Craft ALL your marketing messaging so that people can immediately see WHY they should do business with YOU.

2. Explain your recommendations from their perspective so they can clearly understand why you have THE solutions they seek.

3. Be certain you have communicated your value and that they agree to the next steps.

As Henry Ford said, “If we are not customer driven, our car won’t be either.”

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