If you run your own business or are looking for a new job there are only two reasons why people will buy from you or hire you. If you don’t know what those reasons are, or you’re not addressing them when you’re marketing yourself or your company, then I guarantee you’re ruining your results. Here’s how to dramatically improve your success rate…
Think about the last thing you bought. Was the product or service something that made you feel good? Or did it solve a problem for you?
These are the only two reasons why people buy things, so regardless of whether you’re trying to get a new job or build a better business you MUST know how to make your audience feel good about you or the product you’re selling, and demonstrate how you can solve at least one of their problems.
If you’re in the job market it’s imperative you highlight how you can solve a current issue for the employer. Company’s hire people because they have a problem – perhaps they’re expanding and need new staff to increase business and revenue, or maybe someone has left the company and the vacant position is costing them productivity and profits.
Both scenarios are problems for businesses – a lack of staff means missed opportunity and therefore missed revenue. So if you’re interviewing and want the company to hire you, it’s key to address the problems they’re having right now and significantly, demonstrate how YOU can solve them.
Similarly, if you’re running a business or are responsible for increasing sales for your employer, you must know what problems your clients have and how your product or service solves them. Ranting on about the benefits you offer doesn’t necessarily address their problems, and this is where most businesses fail in their marketing. Benefits are good, but you must address the pain your client is experiencing first.
On top of this, your customer or the hiring manager wants to feel good about their ‘purchase’. No-one likes buyers remorse, so building rapport with your client, understanding their needs, solving their problems and showing genuine care for their situation will allow them to feel good about their decision to buy from you, or hire you. In other words, it’s not enough to solve the problem – you might be an amazing Accountant for example, but your bad attitude and poor work ethic won’t make the hiring manager feel good about recruiting you.
So if you want to get ahead stop thinking about your objectives, and instead consider what problems your intended audience are having. When you can solve those issues AND make the ‘buyer’ feel good in the process you’ll reach your sales and career objectives much more successfully.
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