Concepts With Direct Benefits Dan Surface

Concepts With Direct Benefits
Dan Surface

If we understand the concept, normally, the techniques for achieving the concept follow. Let me explain. Let’s say that in one of our seminars, we say that if you will send out just one thank you card every day, your business will grow. Most attendees would think it’s a good idea, but would never make the effort to follow through.

Now let’s explain it as a concept that involves a direct benefit such as Aruba. Let’s say, if you will send one thank you card a day to a customer or vendor, you will increase profits enough to pay for an all expense paid trip for you and your spouse to go to Aruba for a week. Suddenly the number of those trying the concept will go up.

The concept is not about Aruba. It’s about talking in direct benefits to employees and customers. That’s what Strategy #3 of the Achieve The YES!tm is all about. It’s a concept called “Think And Talk Benefits.”

That’s why we preach that all employees, managers and business owners MUST know the direct benefits of dealing with your business. You don’t have to be involved in sales to express benefits. Often in seminars, I ask the participants, “What are some benefits of dealing with your company?” And usually, all I get is blank stares. One lady recently said, “The benefit is that they get to deal with me!” Maybe she’s not so far off the mark. That could be a real benefit.

So here’s the challenge: spend a few minutes with yourself or your staff and come up with three (or more) benefits of dealing with your company. Put them on a huge poster if necessary to remember them. Learn them so well, that if someone woke you up from a dead sleep, you could recite those benefits. Then figure a way to let your customers know about those benefits.

One caution however. Make sure that the benefits of dealing with you are unique. Everyone says, “We give great service.” What makes your service any different?

In the last issue, we discussed your unique selling proposition. Tie that into your benefits.

If you take the time to follow this exercise, the extra profits could take you and your spouse to Aruba. Get the picture?