How to use the ‘what’s in it for me’ approach to drive sales

Keeping customers happy is the key to driving sales – Ron Sela discusses how to use the ‘what’s in it for me approach to do just that

CREDIT: This is an edited version of an article that originally appeared on Ron Sela

At its core, the WIIFM approach to marketing is based on the premise that customers respond better if they see how it will benefit them, or their company.

This approach may be applied in several ways, but common strategies include the following:

• Promoting customer testimonials
• Using positive customer reviews in marketing materials
• Prominently highlighting the features and benefits of a product or service

When executed effectively, the WIIFM approach can be highly effective in winning over new target audience and driving sales.

How can WIIFM Help Your B2B Business?

WIIFM helps to:

• Understand what their customers want and need
• Keep their customers engaged and interested
• Track customer behaviour and preferences
• Provide tailored service and support to their customers
• Make your site work in building customer loyalty and trust

How to identify your customers’ WIIFM?

Keep your customer’s best interest at heart

Setting your customer’s best interest at heart means always acting in a way that will benefit the customer, even if it means making a sacrifice on your part.

For example, if a customer is unhappy with a purchase, you should make things right, even if it means taking a financial loss. Or, if a customer is interested in a product that is not right for them, it is your responsibility to steer them towards a better option.

Pay attention to what your customers say and do

If you pay attention, your customers will give you plenty of clues about what they want and need. Observe their behaviour, both online and offline. This will give you valuable insights into their wants and needs.

Ask your customers directly

Often, the best way to find out what your customers want is to ask them. You can work on this through surveys, interviews, focus groups, or even just one-on-one conversations.

Don’t be afraid to reach out to your customers and ask them what they want. They’ll be happy to tell you, and you’ll save time and energy finding out.

Use data and analytics.

Data and analytics can be powerful tools for understanding your customers’ WIIFM. You can do this by surveying your customer base, analysing purchasing patterns, or tracking engagement with your brand.

Listen to your customer’s feedback

Your customers will also give you feedback, whether you ask for it or not. It’s important to listen to this feedback and use it to improve your business.

Positive feedback can be used as validation that you’re on the right track. It can also give you ideas for improving or expanding your business. Negative feedback can identify areas where you need to make changes.

Responding to feedback shows that you care about your customers and their experience with your brand. It’s a manifestation that you take them seriously.

How to implement WIIFM in your business?

Establish customer service protocols

Once you have decided on your customer service protocols, ensure all your employees are familiar with them and follow them consistently. It will ensure that your customers receive the same high level of service every time they interact with your business.

Train your staff to be customer-focused

Customer service training will help your employees understand the importance of providing excellent service. It will also provide them with the necessary skills to succeed in their jobs.

Anticipate customer needs

You need to be proactive and anticipate your customer’s wants and needs before they even have a chance to talk about them.

You can do this by keeping up with industry trends, observing customer behaviour, and using data and analytics. By anticipating your customers’ needs, you’ll be able to provide them with the solutions they need before they even know they need them.

Reward customer loyalty

It costs far less to sustain an existing customer than to acquire a new one, so it’s important to reward customer loyalty. Businesses do this in several ways, such as discounts, coupons, free shipping, or exclusive access to new products or services.

Rewarding customer loyalty will show your customers that you appreciate their business and encourage them to continue doing business with you.

Go above and beyond

Finally, always strive to go above and beyond for your customers. It means going the extra mile to make sure they’re happy with their experience. It could be something as simple as hand-delivering their order or providing them with personalised service.

Going above and beyond for your customers shows that you care about them and their experience with your business. It’s a great way to build loyalty and create long-term relationships.