We all see things best from our own perspective and what we know and understand best are the many features of the services we offer. But that is not what the client is looking for in your company. Take a hard look at your marketing collateral. Is it filled with features?
- ABC Co. is the largest operation in the region;
- Our guides have a combined 150 years experience;
- Each of our staff is required to attend frequent training;
- ABC belongs to the National Association of ......
Let's take the "And what's that mean to me?" test to get a new perspective...
You: "Our agents have a combined 150 years experience."
Client: "And what's that mean to me?"
You: Well, it means that I am familiar with the tours and options I recommend to my clients.
Client: "And what's that mean to me?"
You: It means that I will select and plan the perfect trip for you and your family from among all the options available.
Client: "And what's that mean to me?"
You: It means that you will enjoy your vacation more. It means that you will have a better vacation experience, and you will enjoy the value and the investment that you've made in your vacation. It means that you will have memories of a lifetime and that your family will be brought closer together through the experience.
Client: "Now I understand what that means to me!"
This test is a good way to move your perspective from features to benefits.