He explained that most entrepreneurs, when they first start out, have “expert” skills, i.e. skills acquired due to the mastery in their field. And as important as those skills are, they are not enough to run and grow a business—entrepreneurs also need many other valuable “CEO” skills.
One of those additional skills is the ability to market their products/services in a way that turns prospects into clients, and clients into repeats. And how can that be done?
Flip your marketing upside down!
It requires you to flip the commonly conceived notion of marketing on its head. Simply put, instead of emphasizing the features (what you, as the expert, want to highlight), emphasize the benefits (what your client wants to hear, because this is what will solve his problem or meet his goals).
Remember: “features tell, benefits sell.”
Understand what the concerns, frustrations, and goals of your prospects and clients are, and then emphasize them as the solution you sell. For example, say you are a fitness trainer, which approach do you think will sell better to a bride-to-be?
“I will design for you an interval workout consisting of plyometrics, isometrics and strength training”; OR
“I will design for you a workout that will make you look great in your wedding dress and look fabulous in your wedding photos.”
All features that YOU, as the expert, know will work for her are in approach (a) above. However, the bride will likely tune out with all that terminology and may not understand what you are saying—at least initially. However, if you go with approach (b) she will perfectly understand that the benefits you can provide are exactly what SHE CARES ABOUT and wants to achieve. And as you train her, then you can share your expertise and educate her on the terminology of the exercises, etc. Always put yourself in your customer's shoes and ask: "What's in it for me?"
In sum, once you have highlighted the benefits, then you will have the client’s permission to explain the features, not before.
Worried about how to sell? Gitomer believes you're missing out on the more important aspect of sales: why people buy. This, he says, is "all that matters." His book aims to demystify buying principles for salespeople.
How to create messages that get through to people, are memorable, and sell. A great example of the benefits to the customer is explained when the authors write (paraphrasing): “customers don’t need a drill, they need a hole in the wall to hang the family picture.”