Page 140 - 100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

Quick Ideas 110 to 112

Epilogue
Customers will not ask for a price because they expect it
to be there. If it’s not, you are violating their expectations
and they’ll probably take a hike.

112

Stack Up the Benefits

When you talk about the features of your product or ser-

vice, be sure to explain the benefits. Here are three good phrases

you can use: (1) “What that means to you is...”; (2) “That is

important to know because...”; or (3) “You will love this, be-

cause it will help you....”

For example, when you buy a drill, what are you really

purchasing? The drill? The bit? Nope. You want to be able to

take that drill and make a

Assignment hole. Being able to make a
hole is the benefit of the

When you learn to be tool, and is really what you
great at communicating both are purchasing from the
features and benefits, your hardware store. It is so easy
prospects will see that you to get caught up in talking
are really selling value, and about the features of your
they want to become your products that you overlook
customer. the real benefits. And at the
end of the day, customers

want to buy benefits.

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