Talk about the benefits NOT the technique or features!

The Laddering” approach

Bath Marketing Consultancy received a call recently from a lovely lady I have met at Networking asking my advice about a new venture she is looking to launch. One of the questions she posed was about “cold calling” or “tele marketing.”

I have written an article previously on my top tips when making a cold call, but I think it is worth re emphasizing the importance of stressing what benefits your product or service will bring to the organisation you have called.

As a professional, features interest you. As a potential buyer, the prospect may share your interests – but equally they may be solely interested in the end result. It is YOUR job to make that benefit clear and unambiguous – “and this is what you get” rather than “and this is what it does.”

For many clients what you actually do (or offer) may be of no interest (to be honest, I have a client in the legal sector who goes to sleep when I explain HTML or Social Media!), so the results and what is in it for them are the top of the list.

My suggestion is to adopt the “laddering” approach; moving from feature to benefit with transitions. For example – 

“…..and this provides you with…..”
“…..which means you’ll be able to….”
“…..allowing you and your company to….”

Why not give it a try? Oh, one more thing, remember to use the “you” or “your company” words for that personal focus!

Good luck and if you feel like it, why not leave a comment re any results below.


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