What is the purpose of our business? The only reason for business to exist is to solve problems. If no one ever got hungry, there would be no reason for restaurants to exist.
If we look at our business as a tool to solve prospects’ problems, it gets easier.
Our prospects die too early, wrinkle too fast, need to save money, want more money, etc. They have lots of problems.
Our challenge is to stay quiet long enough for them to tell us their problems.
Don't sell features or benefits. Do this instead. Let’s base our sales presentation on our prospect's most pressing problem. Then we have our prospect's attention.
For example, if we talk about the weekly bonus checks, that is a feature.
If we talk about the benefits of weekly checks (not waiting until the end of the month, getting our earnings quicker, rapid gratification for work performed, etc.) – we are doing better, but it still won't hold our prospect's attention.
Try talking about our prospect's most pressing problem. For example, we might say:
"Next Tuesday, your mortgage payment is due. That could eat up most of your paycheck. Wouldn't it be nice to get a check from our company that would pay the mortgage payment for you? Then you would have your entire paycheck to do what you want."
See the difference?
Our prospects are constantly thinking about their problems - not our benefits.