I had the privilege of speaking to a group of retail business owners last month. We discussed a variety of different topics and I explained how it could help them make their businesses more profitable. One of the more interesting points of the evening was very well received and I felt it was worth sharing.
It’s something that you’ll benefit from, even if you’re not a retailer. So I’ve decided to email you the basic details and hope you’ll make use of it in both life and business.
I began my talk by asking the audience this simple question: “We all know what selling is. But do you know the difference between selling features and selling benefits?”
There were a few good answers called out by the attendees, but none were entirely accurate. So here is what I told them.
People, by nature, are always asking themselves: “What’s in it for me?” Whether it’s a potential customer, a boss, a child, or a friend you are interacting with – they’ve often got their own interests in mind. No matter what you’re trying to get them to agree to, they may resist your advances. So you’ve got to make a little sales pitch of sorts. You can choose to sell them on the features or you can choose to sell them on the benefits.
Here’s the critical difference.
The Big Apple has been turning rather sour lately.
In the most recent showdown between the New York Police Department and Mayor Bill de Blasio, hundreds of uniformed police officers publicly turned their backs on the mayor as he delivered a eulogy during the funeral ceremony of Officer Rafael Ramos.
I’ve spent my entire day listening to acclaimed political pundits from both sides of the spectrum debate the underlying causes of this rocky relationship, argue whether aggressive policing tactics are a concern of reality or perception, and squabble over the possibility of reducing tensions between police departments and the communities they serve.
Frankly, the pacifist in me is getting nauseous.
I’m always getting requests from people.
Will you take out the garbage already? When can you buy me that shiny toy? Could you get this new project finished before tomorrow’s deadline?
The requests arrive hard and fast, throughout the day and without letup. At home or at work, while eating, reading, showering, dressing, typing, snoozing.
You get the idea.
Would you enjoy having an ice cold bucket of water dumped over your head? Apparently, there are thousands of people out there who actually do. Or so it seems based on the many viral videos circulating of people dumping water on each other in support of something called the Ice Bucket Challenge.
Conceived by the ALS Association – an organization dedicated to the research of Lou Gehrig’s disease – this inimitable challenge requires participants to have a bucket of ice water poured on their head or donate money to the cause. Those participating can nominate others and post a video online showing how they joined the movement.
Although you may be very familiar with the Ice Bucket Challenge and have already laughed your way through dozens of clips showing people getting drenched in all sorts of hilarious ways – from former president George W. Bush and Mitt Romney to celebrities, camps and sports teams, you may not be as aware of the serious debate this campaign has caused in the world of marketing.
Articles in The New York Times, Fox News, Yahoo, and dozens of other media outlets are all dissecting the outcome of this seemingly successful campaign to establish if it indeed was a winner.
Let’s have a look at the hard facts.
The month of July has proven to be a very busy on for all of us here at Ptex Group.
After weeks of intense planning and exhausting coordination, we successfully pulled off an amazing LTB 2014 mega-event. Hundreds of community business owners and entrepreneurs walked away inspired, ready to put the wealth of knowledge dispensed at this conference to good use. (You can check out the live LTB blog to get a real-time feel of what happened during the event.)
The very day after LTB 2014 ended, my wife gave birth to a beautiful baby girl. Needless to say, I was overjoyed and thankful. Did I mention exhausted? I spent the next few days juggling my hours between work and enjoying the newest family addition – and I learned an extremely valuable marketing lesson in the process.
One morning while working at the dining room table, there was a knock at the door. It was from a man holding a beautiful breakfast platter. I automatically assumed it was being delivered from a family member or close friend. After all, a number of baby gifts had already been brought over by relatives and who else would be bringing my wife a fancy basket with breakfast inside?
A quick look at the attached card revealed who it was from: the local grocery store.
Still haven’t signed up for #LTB2014? Then you’ve probably got one of these excuses:
“I’d love to go, but I’m so busy I can barely see straight….”
“I need to get my sales up this month, I can’t justify taking a day off…”
“I’m not much into motivational speakers…”
Does this sound like you?
We don’t blame you. Crazy busy? We can definitely empathize! Haven’t yet hit your sales quota for the month? We hear you.
But here’s the thing: Our speakers aren’t fluffy.
Here’s an idea to wrap your head around: Your entire company should be seen as your branding department.
That’s what Gerry O’Brion wants you to think about.
After spending his career developing killer marketing strategies for billion dollar brands like Proctor and Gamble and Coors Brewing Company, Gerry O’Brion realized something.
You might not have the same marketing mega-budget as the corporate big fish…but that doesn’t mean you can’t use their brand strategies to grow your business.
Do you know the difference between a Rolls Royce Phantom and a Maserati Quattroporte?
Show me a glimpse of the sleek, artfully sculpted flowing lines and evocative curves of an exotic automobile.
I will tell you the name, make and model instantly. And whether the engine under the hood is a 453 horsepower V8 or 460 horsepower V10. And that the seats are decorated with hand-stitched saddle tan leather trim. And how the interior door handles are made entirely from bamboo.
Allow me to confess: I’m a self-diagnosed car addict.