From the course: Win New Business by Running Great Client-Facing Meetings

Change to the aha moment of WIFM

From the course: Win New Business by Running Great Client-Facing Meetings

Start my 1-month free trial Buy for my team

Change to the aha moment of WIFM

“

- You've earned the right to talk, so where do you start? Ironically, you start by talking about the client. The first big question that matters to your client about your solution or ideas can be expressed in a snarky way. So what? Why should I care? What's in it for me? Okay, that's a little harsh and not all clients are this cynical, but let's prepare for the most difficult version of a client knowing clients who aren't so demanding will benefit by this approach as well. So every client wants to know how is this product or service of value to me. You demonstrate value in your product or service at the moment the client sees the connection between their needs and the benefits of your solution. The link between needs and benefits is the very definition of what is value. This is also called a WIFM, what's in it for me. When it comes to influencing clients to take action, it helps to WIFM very often. That's because clients don't buy what you sell; they buy what that product or service that you're selling does for them. They buy the value or the WIFM. When you spell out the link between their needs and your benefits early and in a visceral way, that's what sets up your client to pay attention. Benefits are especially supportive for helping the client listen through any tedious details you might need to share, not to suggest that your solutions are tedious, but recall that what's fascinating to you as an expert in your field might not be as quite as riveting to those who are trying to buy or buy into your expertise. By the way, not all benefits of a product or service or solution are equal in the eyes of your client. There are general benefits of your product or solution that are the same for every presentation you'll make. Your client may find these nice to know but may not find them compelling or motivating and particularly relevant. By contrast, relevant benefits are those that most closely relate to and resonate with this client's specific needs. Focusing on truly relevant benefits increases the impact of your presentation.

Contents