I admit, this is probably one of the most bizarre blog titles I have ever written.
I thought I had seen every kind of remote available, until my recent trip to Hawaii – where I was introduced to a remote for my hotel room commode. Yes, a toilet remote. Seriously, you can’t make this stuff up.
I couldn’t get myself to actually pick it up. In fact, we forbid our kids from doing so as well. However, I strangely found myself studying the remote from afar. Why? Because it directly resonated with what I see in so many presentations and packages I review from commercial real estate professionals (of all experience levels).
Like most of the presentations that come across my desk, the toilet remote was well designed and aesthetically appealing. And, like most commercial real estate presentation books, it outlined all the features one gets by utilizing it. For example, the remote controlled a seat warmer, a pulsating jet, an oscillating jet, and a directional spray switch; as well as opened and closed the lid, and so much more. This baby was equipped to the max, with every feature a user would want – or at least, I assume every feature he or she would want.
Just like most of the pitches I review, the focus was on its features.
Does this sound familiar?
“We have a great team.”
“We have a long record of transaction experience.”
“We have a proprietary marketing approach.”
“We are trustworthy!”
While you understand what these features mean to your prospects, you are assuming your prospects are accurately translating what your features mean to them. Therein lies the problem. Your prospects are poor interpreters. Plus, they don’t buy on features, they buy on benefits. Your packages/presentations are simply ignoring the relevant benefits your prospect will receive by working with you and/or your firm.
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While I may understand what a seat warmer is (feature), I value it because it keeps my butt warm during cold mornings (benefit). Of course, this was never the case in Hawaii, so I simply found it irritating. But I digress.
The lesson here is simple. While your packages and presentations look good, and your features sound impressive – this is not what will convince a prospect to hire you. It is your job to clearly articulate how each of your features benefits the prospect – outline for your prospects exactly the experience they will receive from working with you.
Is your pitch simply a ‘toilet remote’, or is it a ‘warm comfortable seat on a cold crisp morning’?
Stop bragging and start articulating value. Copy. Thanks Ron