The Great Guns Marketing Blog

Matching benefits to business pressure points

How do you respond when you’re at home on the weekend, having a relaxing time with the family, and someone knocks on the door or telephones you to attempt to sell you house insurance? They don’t get a great reception I’ll bet.

Imagine how you would respond if they knocked or telephoned whilst your house was on fire? They may get a much more receptive response. If their pitch is good, and benefits rich, they would be matching benefits to the very clear pressure you were feeling at the time.

How do we, as business leaders, know what our prospects business pressures are? Watching the news on TV and reading the newspapers would give some clues as to current Euro-Zone induced pressures! Market research can help in a big way too. Actually talking to the people on the ground in your target markets and understanding what’s happening in their world and how your products and services can bring release to some of the pressures affecting them.

Information certainly is power; a statement that has been proved time and time again. Using market research to build information on your target markets and your prospects gives clear opportunities to precisely target the benefits of your products and services at the pressure points that your prospects are experiencing right now.

This can give you a major advantage over competitors that may not be as information rich as you.

It’s getting depressing isn’t it? You get home and settle down and watch the news or read the paper and there’s another dose of doom and gloom about the Euro Zone and its potential effect on the UK economy and UK businesses.

You can’t change the news or the way it’s reported! What you can change is what you believe as a result of listening to the news or watching what’s going on in the world around you.

Do you believe that times are really tough and that this is going to have a negative effect on business and hence on the likelihood of you achieving your targets and your aspirations? Or do you see what is happening in the world creating new opportunities for your company and increasing the chances of you achieving your goals and aspirations.

Your response to what you see going on around you is your choice. What you believe in life and in business often turn into reality; so if you are the eternal optimist, then this can drive your behaviour and have a positive impact on those you interact with.

Henry Ford famously said “if you think you can, or you think you can’t, you’re probably right”; that from the man who believed he could become one of the greatest industrialists the world has known.

What are you thinking???