Ideas for profitable
communication
by Baruch ter Wal

‘When’ is the new ‘What’ [part II]

We can all talk for a long time about how special our products and services are. But when should we be selling what benefits?

One of the most common mistakes I come across is trying to sell benefits that will only become clear once someone has been a customer for some time. The productivity gains in 6 months may indeed be the most valuable thing about your product. But that’s intangible. More important at the outset are the benefits that people can easily believe and see demonstrated.

If you’re clever, your pricing strategy will allow you to capture more upside once the longer term benefits become available and believable.

The best sales people make a distinction between what gets them in the door, and what keeps them there.