Don’t sell Features

A person posted this in a Facebook Group I’m a part of:

“I am finding it very difficult to convince the clients that they need to pay $197 or even $97 just for the services like reviews, and social media posts. I need some guidance on how to reach out to the client just with this GoHighlevel tool. I am at a stage to give-up the idea on starting my own agency. Any thoughts !!”

Here are some of the responses:

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Are you banging your head against the wall trying to sell services or features like reviews and social media posts for $97 or $197 per month, and clients are looking at you like, “Why should I care?”
Let me be blunt: stop selling the features.

Nobody wakes up in the morning thinking,
“You know what I need today? A better review system or some fire social media posts.”
No, they wake up thinking,
“How do I make more money? How do I stop wasting time? How do I actually grow this business without burning out?”

Here’s the mindset shift: sell the solution, not the tools.
Don’t sell reviews.
Sell the idea that they’ll rank higher on Google, get more traffic, and outshine their competition.

Don’t sell social media posts. Sell the fact that a killer social presence builds trust, drives leads, and makes people think, “This business is the real deal.”
Most small business owners want three things:

1. More leads – Because no leads = no cash.
2. More sales – Leads don’t matter if they don’t convert.
3. More time – Once they’re rolling in cash, they want to stop working 14-hour days and actually live.

You’ve got a tool that can deliver all of that, but if you keep talking about features, you’re losing them. Flip the script:

• Instead of ‘feature talk’ – eg. “I’ll set up a review system for you.”
• Focus on ‘benefit talk’ – eg. “I’ll help you rank higher on Google, so your phone rings more and you get more paying customers without lifting a finger.”

When you’re pitching, make it 80% about the outcomes they want (cash, leads, sales, time) and 20% about how you’ll get them there (reviews, social posts, automations).
That’s what they care about.

Also, if you’re struggling to write scripts or figure out how to position this, here’s a pro tip: Use ChatGPT to help you.
Literally feed it what I just said and ask it to create a DM, a cold email, or even a phone or demo script.
You’ll be amazed how much easier this gets when you start speaking their language.
Don’t give up yet—just start pitching like a business owner solving problems, not a techie selling software.
Big difference.
You got this!

Focus on an industry, become an expert and really learn their business and discover what their key main problems are. Then provide a simplified solution that they understand and makes sense to them to help take the stress off of those key main problems they face daily. Give them what they NEED instead of telling them all the same services as thousands of other HL users and marketing companies. Be different by narrowing down their unique day to day business problems, highlighting it to them so they know you understand their pains. Then show which feature(s) will solve their unique industry specific problem in a unique way for them. The more you connect on a personal level and show you have an understanding of their biz makes a big difference. This helped me a lot.

It’s getting harder and harder to sell to local businesses because they’ve heard the pitch hundreds of times. You need to become incredibly valuable in a particular set of skills and show PROOF that you can help the business owner.

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Analyze their business first and show them the holes, gaps and opportunities.

They need pain first.

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What problems are you solving?

Trying to “convince” someone to buy is the wrong approach. Instead, find out what their pain points are…

And then sell the solution to ease their pain.

For example: “We need to bring in more business and increase our revenue.”

If you believe you can help them with that, demonstrate to them how you would do that using some of the features of HL.

They will never buy ‘reviews’.

No business owner goes to bed at night thinking to themself; “how can I get more reviews?”

What might keep them up at night however, is wondering how they can get more paying customers.

So your job as a sales person is to demonstrate how an influx of reviews can bring in more customers, and thus increase their revenue and profits.

If you don’t understand the benefits of having a lot more positive reviews than your competitors do, then neither will your prospects.

Don’t ever try to sell the ‘feature.’ Instead, sell the benefit.

But before you can do that, you need to understand the benefits fully yourself and how they can help ease a prospect’s pain.

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Russell Brunson mentions this all the time!

We all have the answers to the test! (meaning you the creator)

You just need to regroup and go back to the drawing board… if it’s not your hook then it’s your story, if it’s not your story, then it’s your offer.

 times out of 10 you will scare any potential client from on boarding with you.

If the service seems too good to be true,  times out of 10 it is!

If you don’t know who Codie Sanchez is… then I highly advise looking her up. Why?

Because the amount of consumable information that she has for free is worth it weight in gold.

How does this help you right now? It probably doesn’t but I air on the side of knowledge., rather than trying to be guided by my own intuition.

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Social media and reviews, businesses often think they can do it themselves, even if they never actually do it. I’m diving into the AI Employee. So many businesses that can’t answer the phone and are missing out on a lot of business!

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Learn sales- particularly the art of discovery, and then articulating a strategy (quote) to solve a legitimate problem found within the discovery. Do this, and you will conveniently sell Reviews packaged in with whatever else makes sense to get them more revenue each month. Lastly, make sure your strategy and quote have margin for your agency. Understand what you can fulfill in-house, and what you need to outsource. Begin fulfilling on what you can provide within the strategy asap while your outsourcing solutions build in behind you.