| |
| |
| |
Business Rule #41:
Sell Benefits, Not Features
December 1, 2005
(PAGE 2 of 2)
Too bad Rebecca felt so unsure of herself when Caroline dropped by to preview their video. Caroline simply asked, “How long did it take you to do that?” and Rebecca began doubting herself and her product. There isn’t really any inherent criticism in asking how long it took to get something done. Randal had it right: Caroline was just making conversation. It was kind of him to talk Rebecca out of her moment of panic. Rebecca’s reaction may have been understandable, but it was also evidence of her insecurity. Unless there was enough time to revise it, there was no point in re-thinking the finished product. At that point, Rebecca would have been better off psyching herself up for the presentation and going over how she would talk up all of the positive aspects of their spot.
As the old saying goes: people buy the sizzle, not the steak. It’s the benefits of a product that people buy, not the features of the product. When I teach sales seminars, I use a variety of workshop games and other techniques to help participants appreciate the difference between a feature of a product they’re selling, like an extra large screen on a TV, and the benefit that feature conveys, such as the enjoyment of watching a bigger picture.
Capital Edge got mired down in listing lots of features of Live Meeting. Excel with their storytelling approach, on the other hand, focused on the benefits. Excel may have mentioned how Live Meeting eliminates the need for e-mailing large, cumbersome files (a “feature”), but it was within the context of being able to get meeting materials to everyone quickly and easily from one single upload (a “benefit”). As a result, Excel won hands down.
| |
| advertisement |
 |
|
| |
| |
Felisha was so in touch with her emotions that she broke down and cried the night before the boardroom—and then again in the boardroom itself, right in front of Donald Trump. I think Trump’s conclusion that Felisha “isn’t tough enough for New York” was a bit extreme. It may be best not to weep in a business setting, but as expressions of frustration go, most people would prefer crying to screaming and ranting. Felisha’s tears showed that she cared about winning. Not the most professional response, but not the worst, either.
In contrast, it would be much harder for most people to work with Alla’s overriding toughness. Alla was far too smug, far too sure all she had to do was best Felisha in the boardroom to stay in the game. If you’re a manager in business, you’re going to have to work with people feeling all kinds of emotions. Showing some compassion for people, even your competitors, is a good thing. Mr. Trump probably had it right, when he observed that, if Alla had just lain back, instead of constantly interrupting, Felisha would have most likely self-destructed. Being so willing to attack a teammate, even in a competitive situation, just isn’t sporting. Donald Trump was right to take the opportunity to fire both Felisha and Alla.
|
|
Showing some compassion for people, even your competitors, is a good thing.
