Focus on the benefits not the features

If your clients are saying to you: “I don't see what your service is going to do for me” that means your sales process has failed to communicate the benefits clearly.

When this happens, it’s usually because you get bogged down with explaining the features.

I’ve seen this a lot with IT companies. They fall victim to this a lot. They're so proud of what they've built and they want to go into all the features about what the product does and how it works. The trouble is, that they aren’t then focusing on the customer or the customer’s needs.

You want to avoid this.

Avoid talking about the features until much later on in the sales process. You want to be talking about the benefits, what the outcomes are of working with you, what's the transformation that somebody is going to get by taking your products or services.

Make the transformation clear before you answer the question: “How are you going to do that?” This is where the features can come in. This way, you won't have people saying to you “I don't understand what your service can do for me”.

You want to flip that complaint by being very clear what the benefits are, communicating the benefits and leaving the features to when you're explaining the how.