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Marketing Strategies: What's In It For Me?

Aug 21, 2008
When I started working in the technology industry in the late 80's to early 90's, I had a great sales manager who used to say, "are your clients listening to radio WIIFM?"

At first I didn't quite fully understand what this meant. In fact, it took a few years for me to completely wrap my head around it. I paid attention to the concept most of the time but, as we all do, I tended to let my ego get in the way and started showing people how much I knew about a product, about how much research I had done, instead of telling them about what my product could do for them.

That was 15 years ago and we could get away with it every once in a while back then. Now, however, the importance of keeping this principle in mind in sales and marketing activities is crucial. The market is so competitive and purchasing dollars are so closely guarded that we all have to remember what's most important to the client: WIIFM, What's In It For Me?

Here's the concept in a nutshell. Your clients don't care how good you say you are and they really don't care what the horsepower is under the hood of the new program or piece of hardware. They only care about What's In It For Me (WIIFM). In other words, how are you going to help them solve their problems, challenges, issues, etc? What can you do to make their company or home run smoother, easier, cheaper?

For example, does your web site talk about all the awards and certifications you get? Does your client really care? Probably not. What they DO care about is how you can help them implement a solution that can solve their problems and that you do it the way you say you can.

Position your website from the customers WIIFM standpoint. Whenever you plan to do anything in your business, think about WIIFM. Your clients or customers will be thinking about it. This way you can give them what they need to help make a decision without them having to either be a mind reader or taking the initiative to contact you to find out more information.

Create sales presentations the same way. What's in it for your customers? Tell them before they have to ask you. It will come through clearer to them and make more sales for you and That's What's In It For YOU! See? Easy!
About the Author
Ramon provides more marketing information, especially created for the IT VAR industry but also applies to everyone who wants to improve their sales. Stay up-to-date at StreetSmartVAR.com and while you're there, don't forget to sign up for Ramon's popular, no-cost online marketing course!
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