Using the example of the Franchisee, we explored three of the five wants buyers have:
Primary Want; Product and Service Want; Provider Want. Next, let’s take a look at the Benefit Want.

As mentioned before, to gain the best chance of having your benefit claims believed, position them before you describe them. Use words like:

• Decisions that are obvious
• Take the risk out of decision making

For example, say a benefit you can provide is a “proven process of collection.” To the Franchisee your “proven process” takes the risk out of his decisions (and operations), and provides a system for addressing the collection issue. This puts the Franchisee at ease – he has a system – no risky decisions about what he has to do.

You position your solution by stating you can remove the risk of decision making through your proven process. Simply stating you have a proven process does not satisfy the benefit want; it must be positioned in terms that are meaningful to the Franchisee. Solutions must be presented in terms that are meaningful to the buyer.

So, as you present your solutions, think about how your solution benefits the buyer in his/her world, and position the benefits in terms that are meaningful to your buyer. They are more likely to want your solution.

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