The Science of Sales Success: A Proven System for High-Profit, Repeatable Results

Overview

If you do not define the Column 2 value your products or services generate, the easiest yardsticks for customers to use are Column 1's lowest prices or quickest deliveries. This chapter encourages you to think like your marketing managers and competitors by explaining:

• How features produce either benefits or liabilities

• How benefits create value for customers and for their customers

• How perceived and measurable value works for or against you

• How unique strengths build bridges to higher profits and barriers to competition

• How packaging and options help or hinder your selling efforts

• How Product Profile sheets highlight the strengths of your products for quick referencing