Archive for Category: Features vs Benefits

How do you simplify the sale?

How do you simplify the sale? Share what the product or service does, not how it does it. Sieve is much easier than filament and precision instruments, yes? “Do you want a 50-seater or 100-seater?” Likely you’ve already guessed I’m talking about tents. If only sellers could simplify their products to such. Alas, most will

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Winning the business to business sale; 3 tips

Winning the business to business sale starts with knowing that buyers buy the value to your product to their business. Prospects (potential buyers) don’t care about the features of your product; the more, when they (prospects) are a business. Winning the business to business sale means showing the value of your product’s features to their

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Procurement officials should sell, not buy

How can procurement officials sell, not buy? How can they improve their negotiation skills? By learning how to sell Officials in the procurement function repeatedly engage in the selling process, with suppliers. But, they refrain from admitting that they are selling-preferring instead to call it negotiation. In my view, they can keep the procurement label,

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Build bridges by asking, “Why should they buy?”

“I want a salary increment because my personal expenses have increased.” Good luck with that. I mean, why should they buy? “Why should they buy?” This is the question every seller should ask themselves. “Why should they agree to (buy) my proposal for sponsorship?” “Why should my students buy (learn from me), their teacher?” That’s

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Tell with facts, sell with stories

Sell with stories. Watching the movie tends to kill your expectations after reading the gripping novel. Now you know why. To begin with, facts tell, stories sell.  Also, facts appeal to logic; stories, emotion.  Facts keep us going because they trigger the emotion, that initially moved us, when it wanes. Expert sellers fuse both into

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Private school parents buy teaching, not costs

Private school parents buy teaching. Instead of defending insignificant reduction in fees, schools should first “demo” the service to justify its value. What a deadlock! On one hand, as one newspaper put it, “Parents are in revolt over the unrealistic costs associated with virtual education for children out of school.” On the other hand, according

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