Do you think clients make buying decisions based on a product or service’s features? It seems so because most businesses promote product and service features over and over again. But, people don’t buy features. They buy the benefits that those features offer. In particular, people buy what the product will do for them. And to take it one step further, ultimately the buying decision is made about the person selling the product or service, NOT the product itself.

But too often, significant focus has been on the wrong thing. People should be selling themselves, but are too uncomfortable marketing themselves, so they instead promote the company, the products, or the services. It’s not to suggest that a financial advisor or salesperson should be egotistical or braggadocios. It’s about letting people in on the best aspect of your business – you!

Many businesses assume that their prospects know what the benefits are and exactly why they should buy from them. Don’t assume they do and don’t assume that the person making the sale isn’t the real reason the decision is made.  Share your personality, your style – the caring and authentic you. That’s why people will buy.