What do your prospects care about?

My dry cleaner might like to believe they get my business because they do superb work and have competitive prices. But I use them because they’re close to my office. They have never asked.

An incredibly simple way to understand what your prospects care about is to ask your current customers what they care about.

Create a short letter and a simple survey. Tell your customer they are important to you and you would value their opinions. Select what you believe are the benefits of doing business with you and ask them to rate those benefits as to there importance to them.

Give your customers response options like; very important, somewhat important, or not important. You may be surprised by what you learn.

We all know the advantages of selling benefits over features, the trick is knowing how best to position each benefit. Your customers are the ideal source to tell you.