Own a business? You need to be fluent in this language…

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If you’re a business owner you need to be fluent in this language…

No, not English, French, Italian, Japanese, or German. Rather, the language of sales.

In fact, it’s the language most people listen for. A code, if you like, that everyone understands…One that is the only true language to reach someone and generate a positive response from your marketing.

One you and your team have to learn and use every single day, day in and day out, especially if you want to win positive responses to your advertising, Social Media, phone techniques, and face-to-face selling!

It’s called the language of…a new radio station—‘WII—FM.’

Every time you speak with a customer or put pen to paper to write to them, your customers are waiting to hear this language of sales.

This ‘language’ answers the question, ‘What’s In It—For Me?’(WII—FM). You could say customers are tuned into it, as if Arelistening to a new ‘WII—FM’ radio station.

One that tells them what your product or service will do for them, instead of just the facts or features about that product or service. One that explains the benefits of your service over your competitors.

One that clearly explains ‘what is in it for them,’ that is, what can they expect and how they will benefit from your products and services. One that tells them in terms of the benefits to them why they should choose you!

Here’s the thing, they won’t buy from you if your marketing material and sales pitch DO NOT answer WII—FM. Your potential customers will, in fact, switch faster than you can say, ‘No, don’t go! …We really do have what you need’!

And that’s because this language is just so selective. If your message isn’t sent in that language, it will fall on deaf ears!

Quite often, it is this failure to talk in the customer’s language, the WII—FM language, that will cause you to lose a sale or that will stop the phone from ringing. It isn’t the commonly held belief that price causes lost sales and slow responses!

In fact, only 15% of the market shops on price alone. A further 68% fails to buy because of ‘perceived indifference.’ That is, they perceive that you’re indifferent toward them and their needs. Not speaking in their language (WII—FM) gives them that impression from the very outset!

You see, existing and potential customers want your business to focus on them. They don’t want to hear about your business, how good it is, how great you are at what you do, your products and services. They want to hear about themselves. Their needs. Their wants. Helping them solve a problem or a need.

And yet, most businesses don’t. They focus on themselves. It can really help your business stand out from the crowd. Look at most marketing material, perhaps even yours, and you’ll probably agree that most businesses tend to talk about themselves instead of answering customer needs. Over and over, you’ll see words like ‘our,’‘we,’‘us,’ and ‘we’re’ throughout marketing material.

So then…if we shouldn’t use these words…which ones should we use?

I’ve included a WII-FM Phrase Openers Table for you and you can DOWNLOAD IT HERE.

Our way of doing things is unique and it’s why it produces unique results for our clients…

We would love the opportunity to help you clear your head on what is the right way for you to accelerate your business… 

We highly recommend you watch this step-by-step case study of how we grew Beefy’s Pies into a Famous Aussie Icon from a small stressed out bakery into a family owned chain. Click here to get all the insights into their success…

Or if you have heard enough about how we work with our small business owners, then let’s have an off the record chat about your current situation and see what we can do to immediately guide you…click this link to see what time best suits you.

P.S. Ask if our Boardroom Program intake is open for enrolments…It works best for business owners who see the benefit of having us on as their ‘external partner’ so that they are not alone in the day to day decisions of their business. 

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About the Author:

Wayne Hutcheson is a Coach of the highly regarded Grow Business Grow Boardroom Program. He works closely with a hand full of clients to help them achieve growth in their business and to enjoy 'guilt-free' time away from their business without it affecting their profitability.
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