Hello to the Build Live, Give solo podcast episode number 290. If it is your first time. Welcome. And if you love what you hear, please subscribe. I recommend listening to episode 0.5. It’s a great guide for you to understand all the other episodes. If you’re a regular, thanks for your support. I love listening to podcasts and always have follow-up questions. If you are the same, just go to paulhigginsmentoring.com/questions and lodge yours. I promise to answer it also, please check out past shows on your favorite platform. Just search Build Live, Give.
So today’s topic is Results Not Features.
So what you will learn, you’ll learn why it’s important to focus on results, not features. And also I’ll give you some real-life examples that have really made a difference for both myself and more importantly, some of my clients. So I’m in a group program at the moment to improve my marketing. I love helping people with sales but to be honest, sometimes I struggle with the marketing and it’s actually, if I was really honest it’s most times, and I’ve joined something called Black Belt. It’s a fantastic community run by Taki Moore. And if you haven’t followed Taki’s stuff, I 100% recommend that you do that.
And in my opinion it’s literally one of the best marketers for coaches and consultants on the planet. So if that’s you listening right now, go check out his stuff and he likes to keep things simple. That’s what I really like about it. It’s so easy to over-complicate marketing, but he keeps it simple and he talks about how you really need to understand someone’s real problems. And also, what I call a real problem is I call it a hair on fire problem. So if any of you have looked at my profile, etcetera, you’ll know that I don’t have a lot of hair. I shave it every week, I can grow it, I just choose not to, but for me, it’s really making sure that you’re solving something that is crystal clear that they need to fix.
Okay. It’s really making a huge impact on their life. And also that you’ve got a promise on how you’re going to solve it. And that promise you need to deliver on, right? So you definitely need to have that. And it sort of made me reflect on, you know, what do I see when I mentor people in sales? And I often see that people are so passionate about what they’re doing. That it’s easy to get caught up in what you do versus the ‘why’ you do it for people, right? And it’s the: selling the sausage versus the sizzle, which I’m sure you’ve heard about before. And I’ll work with many people selling outsourcing services as an example. And often they’re so focused on what they do and the features of their program they get lost.
Also, I’ve worked with some SAS resellers and it’s the same thing, and finally consultants, right? So highly intelligent, really know their stuff. They’re great. But when you’re a busy entrepreneur and you want to buy out someone, you don’t always want to know all the details, you just want to know what the outcome is, what’s in it for me, what’s the result that I can do. And I’ll give you a quick analogy. When I was back working at Coca Cola, we once had a brand manager come in and he was running the Fanta brand, which I think is global. And he basically said “look, I think about Fanta a hundred percent of the time.” For you: you might think of Fanta like a minute and for the consumer, it’s a speck, you’ve really got to make sure that you’re always aware of that. And I think, you know, often we get so caught up in what we’re doing we don’t realize that it’s a simple result people want, not all the details.
And Nathan Chan has a great way of saying this. And he’s a former guest, if you go to episode 72, you can hear Nathan, he’s done an amazing job. An Australian guy, that has built Foundr and it’s an amazing media company, now all over the world, but he spoke about giving people Panadol, not Vitamins. I think that’s a great analogy. When you look at this, are you really giving people Panadol, something to solve that headache they’ve got, or you’re giving them vitamins, which is often sometimes the features that are not that important. So how good are you about talking about the result of your service versus how it works, you know, are you getting lost in the features?
And before I go into some examples of this, I’d like to talk to you about DUBB it’s an all in one sales and marketing video platform that helps to attract, convert and retain more happy clients. Don’t we all need more of those. I use it this week to send videos to sales machine members, my membership, to re engage with them. Why not check it out for yourself, just go to buildlivegive.com/dubb.
So what are some examples?
So I’ll take you through my Accelerate System as an example, right? So my accelerate system, it’s: group and one-on-one mentoring, it’s got 10 modules and I’m really proud of those modules. It’s been built up from my 27 years of sales experience. I did it in Coca-Cola and the rest in my own business, sailing and exiting one of those. But, you know, it’s very easy for me to get lost in those features. But ultimately the results are the ones people want. And the results that I say is, look, ultimately I want one high paying client within 12 weeks of the program, right? So it pays the investment back, but also then I get a system that gets them one to three high paying clients a month. And if you go into my LinkedIn profile, you can see that I clearly articulate it.
So that’s the result that people want. And to be honest, it’s not the real result. So the real result is deeper than that. So if you refer back to episode 278 of the Build Live, Give podcast, I talk about the five whys and it helps you to get to the real reason that your clients want it. And you uncover that in the sales process, right. But at the top line you have to have a very clear statement.
So I’d love to know: who are you working with?
If you’re working through your clients, what are the results they want, and I want to give you a specific example. So one of my clients, a fantastic business, they provide chief of staffs to fast-growing entrepreneurs. Like you might be here at the moment thinking, I’ve got all this operational stuff that I’m doing. I’m letting go of the delivery, but I’m still in ops and I’m not really doing what I should be doing and that their services are perfect for you. If you want to know more about them, just hit me up after this podcast, after you’ve listened. But they’ve got awesome people, they’ve got a great process, but that once again is the features. So the result is greater profitability, right? And it’s the fact that they’ve got someone that can actually help expedite and implement the strategies with precision is what gets in that greater profitability.
So for you, I’d love to hear your example of how you are selling the results, not the features, and have a real look and think hard about it.
So three key actions from today, actually I’ll narrow it, I’ll make it simple two:
- So you want to step back and look at whether you are caught up in selling features, not results.
- And then the other is, like I said, send me some examples.
I’d love to hear and help you where I can.
You can get all the links in the show notes at paulhigginsmentoring.com/podcast episode 290 on the app you’re listening to now I recommend the pocket cast app, no tie-up. I just love using that app on my Apple phone. Listen to episode 0.5. If you’re new it gives you a great overview. If you want to know if you’ve got the sales machine to meet your ambitions, go to paulhigginsmentoring.com/assessment. There’s 14 questions, three minutes. And then what I do is offer you a call. Well, give you a plan. It’s not a sales call. It’s a plan, please connect and follow me on LinkedIn. And like I said, all of my results statements are there. I’ve just recently updated it. So you can see that versus focusing on the features. If you know someone interested in improving their marketing message. And once again, focusing on things that really matter, please share this with them.
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