How To Sell MORE… The POWER of End Point Sales & Marketing.

How many times have you been told that your sales and marketing needs to reflect your benefits not just your features?   So today I am going to tell you the easiest way to focus on those benefits and stop customers hearing only features and sales pitches.

Wehn you are selling helping your client to see your End Point is the best thing you can do.  What I mean by End Point is; when you buy something – what’s the feeling you are left with? Or to be more exact; the feeling you WANT to be left with?  That’s what I call End Points.  It’s nothing new – it is however an easier way to look at Benefits and a much  easier way to make sure you are structuring your sales and marketing around those benefits. 

Your customers do not care what you do – they only care about what they are left with once you are done

If you want to focus any part of your business focus on the feelings / effects you want to leave people with – these are where your features and benefits end up.  Does anyone really want a drill? Or do they want the wholes the drill makes?

Likewise, you don’t buy a new PC because you wanted the plastic.   You wanted to get to the internet, play games, write documents, help your kids with their homework.  You wanted something that mattered to you.

This works for any product, take these two every day products:

                Toothpaste – you WANTED clean teeth

                Newspaper – you wanted knowledge or entertainment

When you buy these products you may have been thinking you wanted toothpaste or a newspaper.

This is Features Vs Benefits , in other words…  what you got vs what the customer ends up  with.

This is the problem…   many of your customers are not aware of what they are after.  It gets worse, most of us, when marketing and selling don’t focus on the End Point either – too much of what we say and do is focused on how great our product is and what it does not what the End Point ‘s are.

Focusing on End Points works for every business, every product, every service, internet or shopping centre.  The End Points are “Benefits+” – they allow you to focus on benefits but also allow you to talk to people about the outcome of your product or service in real terms not sales terms. 

You must, MUST, 100%, clearly tell your prospect what they will be left with, when you are done – the End Point

Do not allow them to draw their conclusions – it is never as good as YOU stating them.  Even better make sure you are asking the right questions so your prospect is answering with your End Points.  Every business or product needs to have a full list of end points – there is usually more than one.  Here’s a quick list of some businesses and their first End Points:

Printer – Impressed Prospects

Business Coach – Increased Business Value and more family time

Accountant – pay less tax and a well structured

Architect – The home of your dreams / the functional building you need

Website Developer – More sales

Remember, there is more than one End Point for you and your products.  So how do you find your End Points?  The hard part, coming up with your first End Point is much tougher than coming up with number’s 2,3, or 4.  There is no structure here besides looking at when your job is done, your product delivered and in use. There are however a few simple but needed rules:

Features do not feature in End Points

You cannot mention what you ‘do’ (A carpet cleaner cannot say ‘clean carpets’ – but focus on what the home / business owner gets from carpets cleaned are – a smart looking office, good riddance to carpet bugs, etc )

Over the next few weeks – once you’ve had a chance to start building and trying out your End Points  I’ll add some more blogs that show you how to use them day in day out to create more sales. 

Peter