How to Best Communicate the Benefits of Your Company
Fact:
Selling to schools is nothing like selling to your typical consumer. The difference is communicating the benefits of your product or service to a teacher’s mind-set. And their mind-set is very different to others.
1 – Justify the Benefits
It is essential to remember that when highlighting the benefits to a teacher it must not only be personal to them (i.e. making their job easier), but also justify what the benefits of your product/service are to the students, the school and to the pupils’ educational experience.
2 – Features v Benefits
Differentiating between a feature and a benefit may sound like a simple principle, so then why do some many companies get it wrong? The simple fact is that many companies wrongly believe that they are the same thing. For example.
“We employ 10 staff.” Is only a feature, the benefit would be:
“We have 10 dedicated Campaign Managers ready to answer your questions immediately. So you’ll always get straight through to someone who can help.”
Converting a Feature into a Benefit:
Step 1: What are the features of your product or service?
Step 2: Decide what that feature actually means.
Step 3: Answer that question clearly to give you your benefit.
E.g. (Feature) The Sprint Mail Education Database holds over 30,000 schools.
(Benefit) When accessing The Education Database you can segment and target your marketing to every school in the UK at the click of a button.
3 – Waffle is a Big No-no
Never underestimate the power of communicating benefits. Not only does it answer the concerns and questions that teachers may have but they can also be displayed in a clear and concise fashion. E.g. bullet points, which are easy to read and save the reader the time of reading through detailed paragraphs of text.
If you have any questions about how to enhance your marketing to UK schools then please give me a call on – 0845 643 0755. Or go to our website which is full of free advice on marketing to schools –
Guy
P.S – Did you know Sprint Mail can design, print, and post your marketing material to over 30,000 schools? Give me a call on 0845 643 0755