Summary
Anyone successful in sales understands the difference between features and benefits, and that customers buy the latter, not the former. Twin turbos (feature) mean you get to work faster (benefit), and 2GB of RAM (feature) means you finish your work sooner (benefit) when you get there. There is also a way of negative selling, highlighting drawbacks instead of benefits. 512MB of RAM probably means you'll be there all day.
All we really need to be told is how a particular product or service is going to affect our lives.See the full content of this document
Extract
Why Creativity Beats Cold Facts Every Time ...
I heard a lovely little parable the other day which graphically illustrates the power...
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