Think about your last few marketing campaigns. Look over some of the emails you sent to prospective customers or the social media updates you made promoting your brand-new product or service. Read over some of the blog posts you published or sales pitches you made to inquires.
How much of this promotional content focused on what your product does?
When it comes to marketing, there are two primary approaches you can take. The first focuses on what your product or service is or does – including all the shiny bells and whistles you’ve worked so hard to develop. The other focuses on how your product or service will improve users’ lives. Let’s look at the products you suggest to care management clients.
Which of these approaches do you think is a more effective approach for the seniors you serve when you find they need these products to improve their lives?
Take a look at the list of features below, taken directly from current advertising and marketing materials.
American Lifetime Self-setting clock for seniors with dementia that is the only one of its kind to include 5 multi-function alarms, with the option to set reminders to take medications throughout the day.
Jitterbug Senior Smart Phone 2 with Large 5.5″ screen, easy to see and 5 Urgent Response button
Each is a feature-a factual statement about the product or service being promoted. But features aren’t what entice customers. In your case, your customer is a senior or more likely an adult child. That’s where benefits come in. A benefit answers the question “What’s in it for me?, or what will help my parent or me the caregiver”.
You need to use the product’s benefit not feature to show customer/client why the product is of value to them. This is where most businesses go wrong.
So look at these well developed senior products again with their benefits.
The benefit of a self-setting clock is the person with dementia cannot reset it so the clock does this automatically plus because they forget medications at times it will also remind them
The benefit of the Jitterbug phone larger text. Older people also have diminished eyesight and have a hard time reading small text on phones so they can actually better use the Jitterbug phone. Seniors also can have medical emergencies and forget telephone numbers or get lost and the urgent response button gets them one person who will act like an old fashioned operator and connect the call to the right number, making them safer.
The benefit of an umbrella that opens with one button, is you stay dryer in the rain as seniors often have arthritis that can make it difficult to push open an umbrella quickly
The best way to understand the true benefit of your product or service or to answer the “What’s in it for me?” question is to focus instead on results. A customer’s perception of each feature’s results is what attracts him or her to a particular product or service.
When you try to sell the features of a product or service, you’re making the customer do all the work to figure out why they want the feature. It’s in a seller’s best interest to draw the connection for them. But to do that, you have to know the results yourself. Let’s take another look at that features list to see the possible benefits from a long distance adult child whose Mom is going in the hospital, from your potential care management customer’s point of view
Most care managers tell the potential client the feature is an assessment. Clients or your customers have no idea what that is -not being a social worker or an RN. They are just a desperate long-distance son or daughter.
But you could tell the son you have a service ( product) called Home from the Hospital with these benefits
Our care manager will, coordinate services, guide, educate, and advocate for his Mom, from pre-admission, admission; hospitalization, discharge, and transition back home to make sure she has the best care in the hospital and after her discharge home, assuring you your mother is recovering with all the premium care she needs and all the community resources she requires to prevent readmission and recover safely and comfortably at home, through our care management agencies gold standard skillful services
These are the features that the desperate long-distance son really wants to hear instead of an ” assessment”
Join me in my new FREE Webinar
Learn to Sell Benefits not Features to Third Parties to Grow Your Care Management Bottom Line
When: March 6, 2019
The problems you solve for 3rd parties so they will refer to you.
What is a benefit vs features and how to find benefits for each 3rd party you market to?
What specific problems you solve for wealth managers, elderlaw attorneys, and concierge physicians
What specific problems to solve for upscale Assisted Living, accountants, financial planners, MD’s
Step by Step how to set up meetings with 3rd parties to make the sale