Unleashing the Power of 'Why' –Farquharson/Tedesco
Salesperson A: "We prep. We print. We bind. We mail."
Salesperson B: "Every thing we do is focused on making you look good and driving better results. Print is how we do it. Now, let me tell you about our capabilities…"
Which one do you think sells more?
Your "why" is what builds long-term business relationships. Leading with "what" usually gets you nowhere, because most printers' "whats" tend to be pretty darn similar. Focus on "what," and your customers might buy out of habit, because you're close or because you're cheap. But they won't buy because they care about your company. And they'll eagerly jump ship when they find a lower price—or a company that can better communicate its "why."
"Why" Promotes Messaging Consistency and Simplicity. Distill your company's reason for being into a "why" statement. This makes it easy for all employees to stay on the same page.
It's easier for you to explain your business in terms of "why." "Why" is also easier for customers to understand. Take "we make your life easier—every day"—just one possible "why" statement for a printer. Isn't that easy as pie to understand? Isn't it obvious to your customers why they should care?
"Why" Focuses on Benefits. If you've got the newest state-of-the-art equipment, great. Resist the urge to spit out features. Instead connect this equipment to your "why" statement. Does your new large-format press cut turnaround times on some work in half? Then, you can plausibly say it connects to a "why" statement of "we live to make our customers' lives easier."
Arm your sales staff with "why" messages. Then, they'll sell based on the long-term value your company offers—not your machinery. Leading with features won't inspire buying behavior, and it sure as heck won't produce long-term customer loyalty. Then, what reason will customers have to use you?