Speed Trust
by Kevin Hogan
$10,000 KEY: Trust offers the short cut to "yes."
Myth: Sell Benefits, Not Features.
Sell Benefits to one group of people and they won't trust you.
Fact: Know who you're talking to before deciding whether you will be selling benefits or features..
* We know that if you want to sell an expert or someone who is accomplished in a field you talk about features and skip the benefits. Scientific Fact.
Of course, experts get to become experts by investing a lot of money in their fields of interest. So the people who are not experts...trying to sell experts with benefits, go broke wondering what went wrong. Works for me....
* We know that for people who aren't experts in a field, benefits are superior to features in persuading. Fact.
* Recently I've talked about the fact that value can be very important but competes closely with a person's experience with a product or service.
So is this the end? Experience?
Your experience with a product, service or ME, is VERY important... but there is more.
Let me illustrate. (That's a big word for me...)
You have an iPod. (I do too)
Why?
An iPod isn't close to the best mp3 player in value.
An iPod's features don't match competitors'.
An iPod's benefits don't hold a candle to competitors.
It doesn't store as much, have as good of a picture or ...anything...as good as it's competitors.
And....
It's more expensive than it's competitors...significantly.
So what's up?
50 years ago, THAT wasn't a very likely scenario....
When you see someone with an iPod, what do you think of? What do you think about them?
I think: "hip."
I think: "In group."
I think: "Fits in."
You go to Starbucks.
Starbucks is *not* the best Coffee (Coffee with Kevin Hogan is the best....)
Other coffee is just as good. But you spend 5 times as much money and go out of your way to go to Starbuck's and avoid the better, less expensive product.
What's up with that?
When you think of going into a Starbuck's, getting your Coffee, looking at all the people...what do you think? What do you think ABOUT them?
I think: "In group."
I think: "Status."
I think: "Label."
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Kevin Hogan
Network 3000 Publishing
3432 Denmark #108
Eagan, MN 55123
(612) 616-0732
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