Don’t you get frustrated when you go to buy something (a product or a service) and the salesperson / service provider spends half the time raving about how good they are or how fantastic the features are of what you are considering buying. They very rarely focus on ‘what is in it for me’ (from my perspective) – I am talking about outlining the real outcomes and benefits that you will receive from their product or service.

I was recently listening to a guy from a phone company (not to be named) go on and on about why I should stay with Blackberry rather than move to an i-phone…. I heard a lot of blah blah blah…. At no point did he ask me what I wanted to use a phone for (besides making phone calls) or why I would be better off staying with the Blackberry rather than moving on. There was nothing in our conversation about ‘me’. It was all about him and his product and how good he thought it was. He made it impossible for me to stay.

What did I learn from this experience?

Always put yourself in the shoes of your clients and consider “what’s in for me” from their perspective. Every time you communicate with your clients, stop and think about their WIIFM and capture the outcomes and benefits that they will experience. It needs to be all about the client!