Talking TO your clients IS THE MOST (I know capitals … I really mean it!) important thing you can learn how to do. So often, I hear business people talking about themselves, and they wonder why everyone turns off. 
Here is a no-nonsence explanation of how to get your brain and language tuned into talking to your clients so that you can have more meaningful conversations and win more business. Simple! WIIFM is the radio station that everybody in the whole world listens to. It stands for What’s In It For Me. The simple truth is that people tune in to things that interest them and tune out from things they aren’t interested in.
WIIFM Rule 1: The Tune in Factor
Just think about yourself in the car, when something comes on the radio you like, you tune it, and when you don’t like it you tune out. Well people are exactly the same when it comes to conversations. If you are talking to someone about something they are interested in, they engage, respond and show interest. If you are hoping to influence them to buy from from you, then this is critical. You have to to know how to get people to want to tune in.
WIIFM How: What people like to tune into:
- Things about themselves, their families and their business
- Ideas that address a fear, concern or hope they have
- Stories that engage and inform
WIIFM How: What people tune out from:
- Jargon
- You talking about yourself (with no context or relevance to them)
- Companies talking about how big, important, award winning etc they are
What if I could show you how to tune your conversations to avoid these things.
WIIFM Rule 2: Tune up your message
Tuning up your messages and information is simple so that you can get the right people engaging with you. The ones that actually want and need your product or service.
WIIFM Tune Up: Talk about their why
When you introduce yourself, focus on why people should listen to you, what impact you are going to have on them and what they do. Most people focus on what they do or what their products and services do. This is a deadset turn off!
EXAMPLE: I am a Tax Accountant. (what you do) versus I help my business customers pay less tax by having confidence in their business through well managed books.
WIIFM Tune Up: Build your WIIFM Library
Build up a library of statements that you can wheel out when it’s appropriate to the person you are speaking with. Here’s how: Promise. Tell people what your product and service does for them. Some people also refer to this as a feature statement. Prove. Use proof to show that you have done this before for others. You can do this by citing experts, explaining your processes, providing testimonials & case studies. Picture. Help the client picture how your product or service could help them. A useful phrase that I often use here is: “… and what this means for you is ….”
Example: “This is a red car ….. everyone knows that red cars go 20.3% faster …. and all the people who buy red cars come back and tell me … and what this means to you is you will be able to get where you want more quickly.”
WIIFM Rule 3: Are They Tuned In?
The last rule you need to follow is to ‘check in’ with your client and ensure they are tuned in. You want to make sure that they are engaged and understanding where you are going. Equally you want to know that what you are saying does really resonate with them. Here are some great ways to do that.
WIIFM Tune In Tip: Body language
When someone is ‘tuned in’ they are facing you, their eyes are engaged and bright. They are nodding and following verbally and non-verbally what you are saying. I call this your Lean In Factor. When someone tunes out, their eyes move away, they shuffle and fidget. If you see these signs, it means it is time to check in with your client and see if you have missed something or need to reframe or explain in a different way.
So, my friends get out there and WIIFM your world. Because people will buy from us when they understand, know and trust that we can solve a problem that they have. For the love of selling, Fran
