Every product or service has certain features like the quality of materials or characteristics of certain services. The features are there for everyone to see but those are not enough when selling a product or service to a client. Then how do we win clients?
WINNING CLIENTS
By selling the products and or services on their benefits which have value to the client instead of what you think is good about the product or service. Clients are looking for excellent delivery, risk minimization, good time management, brand, money-saving proposals. While this last one is the most talked about, there are a number of other criteria’s that buyers are looking for other than price. These criteria’s are the benefits.
MEET SUSAN
In the end, the clients are looking for SUSAN. Now, who or what is SUSAN? SUSAN is when suppliers can offer the combination of the following:
• Superb Supplier
• Understanding Trust
• Security of Supply
• Adaptable and Flexible
• No Surprises
Source: Book Guide to winning clients by David A. Field.
The correlation between the fee and SUSAN doesn’t matter to clients who are buying standard products or services. In this case, the suppliers need to focus on the benefits. Why should the client choose your service or product if there are more affordable options? Here is when suppliers need to deliver SUSAN but can they do it? Why is it so difficult to find SUSAN?