Discover the Value

There’s an age-old saw (pun intended) about selling benefits rather than features. Guess what? You shouldn’t be selling benefits either! You should be selling the value.

I like to use the Leatherman® tool as an example: Why do people buy a Leatherman? Do they buy it because it has scissors, tweezers, a toothpick, a corkscrew, and a saw in the same tool? Do they really fall in love with the Phillips head screwdriver or the can opener? Is that why they buy it? No. These are just features of the product.