We offer 30 minutes of free coaching focused on a specific sales situation of the person’s choice, which we call Sales Strategy Conversations. And in the last 20 of these Sales Strategy Conversations that I’ve had, 13 of them have focused on how to help prospects get the value of what the seller is offering and how to help that prospect make a more confident and quick buying decision.
13 out of 20 – so obviously this is a very important topic!
A Simple Solution for Helping Prospects “Get It”
And the good news is that there’s a simple, effective solution for helping prospects “get it,” whether it’s the information we’re sharing or the specific solution or service that we provide.
It’s taking what we’re explaining and connecting it to them, to “What’s in it for Them” or the WiifT.
WiifT? So What?
“What’s in it for Them” or WiifT is the connection that answers the “So what?” that’s going through a prospect’s mind as soon as you start speaking. And you must help them make that connection rather than counting on them being able to do it by themselves.
They might not have the knowledge, or the background, or the mental ability to make that connection. They may be tired or distracted. So, by helping them make this “So what?” connection, they’re able to see the value of what you offer that much faster.
Whats to WiifTs in Action: Comprehensive Financial Planning
Here are a couple of examples for what a What to WiifT sounds like.
Say that you’re explaining that you offer comprehensive financial planning.
“So what?” is what they’re thinking, and your answer will be…
“This means you have an experienced professional who understands all aspects of your financial situation, which will ensure that you will…”
And then fill in the blank. For example:
- “You will live the retirement that you dream of by traveling the world, and spending time with your family.” Or;
- “You’ll be able to fund your children’s college without it being a burden on you at that stage of your life.” Or;
- “You’ll have the least tax liabilities year after year.” Or;
- “Which will allow you to set up that endowment that you have wanted to do for many, many years.”
Whatever is important to them is what you fill in as the WiifT.
Whats to WiifTs in Action: Cash Flow Analysis
Let’s do another example with a different service you might provide: cash flow analysis. That might go like this:
“We’ll complete a full cash flow analysis for you, which will allow you to make informed decisions for…”
And then you fill in a WiifT that’s specific.
- “For your retirement spending.” Or;
- “For a home purchase.” Or;
- “For college planning.” Or;
- “For charitable giving.
Whats to WiifTs Are Simple But Powerful
These are seemingly simple connections. What makes it powerful is when what you’re including as the connected WiifT, is what they’ve told you is important to them and what aligns with their motivators and priorities.
That’s when they’ll see the value of what you’re explaining. And if you can’t make a connection to a WiifT or something specific to them, you probably haven’t earned the right to share that information — yet.
Whats to WiifT makes that connection easy for them to “get it.” And when they “get it,” they will make faster and more confident decisions.
So What About Other Resources?
If you would like more on this topic, I recently recorded a webinar that gives you more specifics, details, and how-tos: Make It Easy for Prospects to “Get It” with the Right Connection.
And what’s that mean for you? It means that you’ll have more actionable information, so that you can make the What to WiifT connection powerful and convert your hard-earned leads into clients.