See what I did there? You will in a second.
A few months back I learned the “so that” trick at one of my live events (that’s right, I learn just as much as my attendees do at my events) and I’ve been thinking about it a lot.
It’s a really brilliant trick, and I want to show you why.
See, I’ve told you over and over again that your job is to sell BENEFITS instead of features…but that doesn’t mean that features aren’t important.
Because really, the mistake of selling features is a common mistake for all first-time salespeople across all industries. And there’s a totally innocent reason for it.
If you truly love your industry and your service or product (WHICH YOU MUST) then you are probably obsessed with your features.
Dare I say you even nerd out about them? Maybe just a little bit?
And in some ways that’s a good thing. All great sales and marketing begins with enthusiasm, so you can use your enthusiasm for features as a starting point.
The Magic of SO THAT
The magic of the “so that” trick is that it creates a link between you and your client so that you can fill them up with your enthusiasm, turn it into THEIR enthusiasm, and have them DEMAND your services.
I’ll explain with a simple formula:
[Your Feature] + SO THAT + [Their Benefit] = Successful Sale
It works because it gives you a chance to display your enthusiasm for the feature, while linking that to something the client can get enthusiastic about – the benefit.
Because the truth is, your clients are never going to see those features the way you do. They don’t have your specialized knowledge and experience. But if you can show them a clear benefit of each feature, they will absolutely get excited about that.
Now the truly amazing part of the “so that” trick is that, once you get good at it, you can keep chaining together more and more benefits SO THAT you can be more persuasive SO THAT you can close more training clients SO THAT you can earn more freedom and abundance SO THAT you can build a long, happy life for you and your family!
See what I did there?
Now let me show you the power of this trick with 9 killer examples that you can use in your own sales process right now…
…SO THAT you can bump up your profits 😉
#1 – “I’ll show enthusiasm SO THAT your fitness won’t feel like a chore.”
Demonstrate to your clients that you are enthusiastic about their fitness SO THAT they won’t see their fitness as a chore.
So many people out there avoid getting in shape because they think the pain and boredom of working out will actually be worse than staying unhealthy.
You and I both know that this is false. Prove them wrong by showing off your LOVE of fitness.
#2 – “We’ll drop those extra pounds SO THAT you get greater confidence and self-esteem.”
At the end of the day, pounds are just a number.
Your prospects don’t come to you because their scale says the wrong number, they come to you because they lack confidence and self-esteem. This is a painful situation for them. Reassure them that you can give them the confidence and self-esteem they want.
#3 – “We’ll get you moving and fix your diet SO THAT you have more energy.”
Who on Earth would pass up the chance to get more energy? Aren’t we all busy? Don’t we all have a million things to do? Don’t we all want some energy left in the evenings for some FUN?
Your clients will agree: the answer is YES.
#4 – “We’ll keep your metabolism running fast SO THAT you can prevent aging.”
It’s funny, one of the classic sales and marketing rules says “don’t sell prevention,” but apparently that rule doesn’t apply to anti-aging products.
Seriously, have you ever noticed that you can slap the words “prevents aging” on almost anything and people will snatch it right up? I guess aging is the one thing people can’t imagine away or put off until later…since we all know it’s coming.
For bonus impact, you can also say “…SO THAT you can look and feel younger now.”
#5 – “We’ll build up your muscles SO THAT you can burn more fat and keep it off.”
It’s obvious to us, but most fitness newcomers don’t understand that muscle actually burns fat. Educate them!
#6 – “I’ll show you the exact moves you need SO THAT you can sculpt the exact body you want.”
A lot of clients want to focus on their arms, belly, butt, or something else specific, but why stop there? Explain to them that you can tone that body part AND you’ll get their whole body toned at the same time.
#7 – “This program will boost your metabolism SO THAT you can avoid having sickness get in the way of your life.”
You could call this “disease prevention,” but that’s a bit dry. Agitate their painful memories of getting sick and losing productivity, skipping fun events, and generally feeling like garbage.
THEN, explain that proper fitness can stop most diseases dead in their tracks.
#8 – “We’ll raise your resting metabolism SO THAT you can burn fat even while you sleep!”
Seriously, how could anyone say no to that?
#9 – “I’m giving you this comprehensive, no BS fitness solution SO THAT you can get the body you want and deserve.”
Funny thing about people: everyone thinks they “deserve” the things they want way before they even put in the hard work to get them.
Of course, most people will never admit this out loud. If we aren’t already working hard, we find ways to fake working hard, or we pretend that we don’t really want what we want. You know, the usual BS.
You want a powerful sales pitch? Cut right through those mental cobwebs and tell people like it is:
“You DO deserve a better body and a better life, and I’ll show you exactly how to get there.”
Committed to your success,