In this business advice video, the speaker explains that the main reason prospects don’t purchase is a lack of clear communication about the buyer’s specific benefits. He illustrates the point with a story about a friend trying to sell a profitable medical clinic. The friend had listed all the clinic’s features but failed to quantify the financial upside for the buyer. By extracting the clinic’s profit‑and‑loss data, calculating the costs the buyer would avoid, and presenting a simple, concrete “what’s in it for you” summary, the prospect’s attitude changed and they moved toward a purchase. The speaker advises salespeople, especially in long‑term, complex deals, to prepare before each meeting by identifying and articulating the buyer’s tangible upside—money saved, staff retained, operational burdens eliminated—rather than assuming the prospect will do the math themselves. The core takeaway is to spell out the buyer’s value in a clear, concise, and quantifiable way to overcome confusion and close sales.
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Welcome to another episode. You will be learning some business tips that is designed to help you to get more clients, grow your business, make more money, or save you frustration. Something that advances your business today. In this video, it's about answering question, why aren't people buying from you? You got a great product. You've been trying to sell it forever, and not enough people are buying from you. And the reason probably is a lack of clarity. You have not clearly explained what is in it for them. You have left too much for them to figure out why they would need your product. You have to clearly explain it. I got a friend who has been trying to sell a medical brand. For a very long time. It's actually a great clinic, Grant. If you know, highly profitable. Even it's got a great staff. It's all this kind of stuff, and he's trying to sell it to somebody who could clearly make more money if they actually had this clinic. And there are some reasons for that. One of the reasons that he did not do, you know, he could not sell, is he's been trying to sell for a long time, and we talk about why it's not going really good. He did not clearly spell out what is in it for them. He told them all the facts, you know, the nurses, the doctors, the equipments, and all those kind of stuffs. So one of the things I said was, hey, take your profit and loss account, check your maybe your last year's profit and loss account for the whole year, and just highlight everything that they will not have to pay if they buy the clinic brand. So when they buy the clinic, they are not buying a lot of overhead cost on the clinic. And he had never actually taken what the money that they will not have to spend if they buy the clinic and mark it through, and it turned out to be a great deal of money. And he went back to the very people who had rejected the clinic, who said, I don't want to buy it. And these are the people who said no. And he went back, and when he clearly explained, look, here is the money that is in it for you. Now, they could have done the maths themselves, but they are not going to. So he actually did the maths for them, all those calculations and everything. And you know what they said? Send us the letter of proposal. That quickly. All he did was just take some information but organize it in such a way where they did not have to think about it and they could see on a piece of paper, here is what is in it for me. And they bought the clinic brand, or they intend to buy the clinic, and I hope that deal goes through really well. But complete different reaction. The key is spell out clearly what is in it for them. So if you are in business and sales, and if you are, you know, in a complicated long-term sales, and every meeting your prospects, before those meetings you want to find out, okay, how am I going to clearly explain in this meeting what is in it for you? What is the upside? Don't think that they know what you know. They cannot read your mind. Don't think that they are going to go home and do the mathematics on their own. They are not. They are going to remember the one thing that you said when you say, here is what is in it for you: an extra XYZ amount of money a year, 3 employees that are trusted, you don't have to deal with, and you will never have to fire them. You know, whatever you got to spell out exactly what is in it for them. So to summarize, spell out what is in it for your customer. Spell it— what's in it for your buyer— very, very clearly. The answer to confusion is always no. So we have to be super, super clear about what is in it for them, and you will see that sale go through. Thank you for watching.
