The Castaway
Consider a man stranded on a desert island (Island 1).
Island 1 is small, there is no food, no drinking water, no shelter, no shade.
Imagine that there is a second island 5 km from island 1.
On Island 2, there is the castaway's family, a house, food for all, drinking water, his parents and his friends waiting to welcome him.
The man from Island 1 desperately wants to get to Island 2.
The desire is clear and there is a strong motivation to make the transformation.
(We've exaggerated it a bit so that the desire is unquestionable.)
Let's pretend that a vendor comes to Island 1 and offers the stranded man a boat to Island 2.
Think about it for a moment. Does the stranded man care what specific type of wood the boat was made of, or how many seats it has, or how much leather was used in the seating area?
No, the man from Island 1 only cares that the boat successfully takes him to Island 2.
The man will be willing to pay any amount to solve his problem and achieve the transformation (Island 1 to Island 2).
The example above illustrates a transformation, the stranded man doesn't care at all if it's a ship doing the transformation, it could be a rocket, it could be a wormhole, it could be a magic pill that takes him to Island 2.
It does not care, in other words, about the vehicle/mechanism used to achieve the transformation.
What your client wants is to be better with what you offer him, he doesn't care about your product.
I know you are thinking that this is not really the case, and you are right, your product matters in the sales process, but what is achieved with it matters more.
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It is "tangibility" of what your client will get by solving their work.
The more tangible the result, the more credibility you will bring. Try to translate the expected result into "numbers" (time, quantities) that will allow you to establish a much more specific offer.
Remember: The more concrete, the more credible.
Homework: You must know "how your client thinks", so you are going to create as many messages as you can, putting yourself in their place. You have to write the messages so that we can review them.
Follow this formula to get it:
When I do {Work/Activity}, I would like {Motivation} so I would get {expected result}
Examples of "things" your client may think (remember that it is what he thinks and the result he wants to achieve that is important, not what that you sell):
When I have tohire a new profile for the development team I would like not having to review 300 resumes for each offer I publish and hire the ideal candidate in less than 1 month.
When I have to enter data from this study I would like do it in the correct order without making mistakes dozens of mistakes.
When I have to increase my sales I would like have more meetings with leads interested in my product and that negotiation process lasted less than 3 months.
Define the expected results of your clients.
They can be one or several.
Write all the options that come to mind following the recommended model:
When I do {Work/Activity}, I would like {Motivation} so I would get {expected result}
Add it in the deliverables section and if you want we can review it with you.
