Savvy businesspeople know everyone is constantly tuned to the same
radio stationWIIFM. Whenever anyone says anything, the listeners
instinctive reaction is whats in it for me? Sales pros have elevated this
constant query to the exalted status of acronym, WIIFM. They pay such
strict attention to the WIIFM principle that they dont open their pitch with
the features of their product or service. Top pros start by highlighting the
benefits to the buyer.
Except for tactical reasons during sensitive negotiating, big winners lay
both whats in it for me? and whats in it for you? (WIIFY) right out on the
table. This is so critical that, if one caouflages WIIFM or WIIFY, the
concealer is relegated to the sttus of little loser.
I once invited a casual acquaintance to lunch. I had hoped to consult
with Sam, the head of a marketing association, on my speaking business. I
told him my desire and jokingly asked if an hour of his valuable time was
available in return for lunch at a great restaurant. That was my way of
saying, Look Sam, I know theres no real benefit to you except a tasty lunch
and the dubious plesure of my company. (In other words, I was revealing
WIIFY.) To make the meeting even more convenient for him, I said, Sam,
choose the date and the best restaurant in your neighborhood.
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The day of our lunch consultation rolled around and I traeled forty-five
minutes across town to his chosen restaurant. As I entered, I was surprised
to see an assortment of people arranged around the largest table in the room
with Sam as the smiling ce terpiece. Obviously, this was not the setting in
which I could cosult with him. Unfortunately, Sam had already spotted me
by the coat check. I was trapped.
It wasnt until after-lunch coffee arrived that I realized why Sam had
assembled the group. He wanted each to donate presetations on their
particular expertise to his organization. The sly fox hadnt revealed his own
whats in it for me?
Had Sam been a straight shooter and big player, he would have told me
on the phone, Leil, Im getting a group of speakers who might be helpful to
my organization together for a Dutctreat lunch. I will, of course, try to
answer your questions about your speaking business, but we will be a group
of ten. Would you like to join us, or shall we choose another date when we
can have more privacy?
ooja
(Ooja)
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