WIIFM: What's In It For Me?

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Every presentation must focus on answering this question.

A famous sales quote says, “Customers don’t care what you know, until they know that you care.” Showing customers that you are interested in their needs is vital to success in any business. That’s because all a customer really wants to know is, “What’s in it for me?” or “What’s the benefit?”

Stopping at features? 

Salespeople often work long and hard on their product knowledge and presentations. Some salespeople can tell you everything there is to know about every model that came out since the dawn of time. They can tell you what it is and how it works. For example, a salesperson might say:

“If you like performance, this car has a 3.8 liter V-6 that produces 215 horsepower and 217 lbs.-ft torque.” 

But stopping at the features of a product isn’t enough to provide customers with a reason to buy. They need to know how it will benefit them.

Simple rule for presenting benefits

In order to be sure you present the benefit, always follow the feature or function with the statement: “What that means to you is…” So in our previous example, it would sound like this:

“If you like performance, this car has a 3.8 liter V-6 that produces 215 horsepower and 217 lbs.-ft torque. What that means to you is that when you need to accelerate quickly, this vehicle will provide you with the right kind of power to meet your needs.”

Presenting the benefit will help you build value quickly and allow the customer to take mental ownership, and what that means to you is more money in your pocket!