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Kindle Notes & Highlights
Features increase customers’ price concerns.
Advantages create objections—and this is one reason why they are poorly linked to success in the large sale.
The fundamental selling disease—jumping in too soon with solutions
Early in the call you want to establish your role as the seeker of information and the buyer’s role as the giver.
Get down to business quickly.
Don’t talk about solutions too soon.
Concentrate on questions.
People who successfully learn complex skills do so by practicing one behavior at a time—not by half-practicing two, and certainly not by trying to handle 10 at once.
“Work on one thing at a time,”
Start by picking just one behavior to practice. Don’t move on to the next until you’re confident you’ve got the first behavior right.
Never judge whether a new behavior is effective until you’ve tried it at least three times.
When you’re practicing, concentrate on quantity:
Use the new behavior often enough and the quality will look after itself.
Always try out new behaviors in safe situations until they feel comfortable.
Many people, when they plan calls, think about what they will tell the customer, not about what they will ask. They concentrate, in other words, on the Demonstrating Capability stage of the call. That’s a mistake.
Stop thinking about your products in terms of their Features and Advantages. Instead, think of each product in terms of its problem-solving capabilities.
