If you are a care manager or home care provider – do you know how to sell benefits not features- here is what I mean
Say you want a new hybrid car
And you really don’t know much about cars or hybrids
But you want to save money on gas, reduce your environmental imprint and yet want the room in the back and 4 doors.
Features Sales Pitch
You go to your Honda dealer and tell the car salesman you’re looking for a hybrid to save gas and save the environment yet has room the back for your two 7-year-old grandson’s and their giant 80-pound German Shepherd- Ranger.
He tells you full of enthusiasm a hybrid would be ideal and shows you a few popular models. The Clarity has HV mode uses the gas engine and one of the electric motors to help recharge the battery while cruising. On top of that, he tells you when the electric battery runs out, the gas-powered engine takes over to provide the additional driving range, yielding the 340-mile combined gas and electric range rating. Finally, he says HV mode uses the gas engine and one of the electric motors to help recharge the battery while cruising
And you really don’t know much about engines, hybrids or cars
But you want to save on gas and stop global warming.
Marketing Pitch That Makes the Sale
If he had said you would “ Avoid the pump with the 47 all-electric range rating*, many commuters can drive on electric power alone, only needing to fill up the tank for longer drives. Plus, a spacious interior made of eco-conscious material with seating for five
adults and that dog. Finally, The Clarity has biggest advantages of hybrid car vs gasoline-powered cars that it runs cleaner and has better gas mileage which makes it environmentally friendly. Plus, a hybrid vehicle runs on twin powered engine (gasoline engine and electric motor) that cuts fuel consumption and conserves energy reducing global warming.
The first sales pitch was features which gave you no reason to buy the car as you had no idea what he was talking about.
The second spiel was benefits, which translated to all the reasons you would choose this hybrid.
This is why a care manager or home care agency selling their services need to sell benefits- not features. For example, as a feature “we do assessments “which almost no one but a social worker or a nurse would understand. Instead, you will sell a benefit “Our expert professional care managers will find out exactly what your Mom’s problems are and come up with the right solutions that will make your mother’s life easier happier and safer.”
If a care provider is needed, “we will find you exactly the right experienced caregiver who is background checked, trained to do exactly what your Mom needs, plus will be a person who your Mom will enjoy having in her home. In addition, we will make your life as a daughter easier knowing your Mom is cared for by a competent devoted caregiver, vigilantly monitored by our gold standard care managers.”
Join me in my new FREE Webinar
Learn to Sell Benefits not Features to Third Parties to Grow Your Care Management Bottom Line
When: February 20th, 2020
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, elder law 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