So what, man?

In sales, if you hear, “The price is too high,” that means one thing.  You did a terrible job establishing value in the mind of the “So what?” man.

Superman flyingThe “So what?” man is your potential customer.  He says “So what?” because he is laser focused on what’s most important to him — and you didn’t bring it.  Price is not his kryptonite.  Your failure to communicate is.

You say your solutions can help make him faster than a speeding bullet.  More powerful than a locomotive.  Able to leap tall buildings in a single bound.  So what?

Until you connect it to his higher purpose, there’s no value.  Sit down with him.  Find out what he is ultimately trying to do.  What really matters to him?  Why does it matter?  What could he accomplish if he were faster, stronger, a better leaper?

That’s what.

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2 Responses to “So what, man?”

  1. Adam Edelman says:

    Another angle for your readers:

    “You say your solutions can help make him faster than a speeding bullet. More powerful than a locomotive. Able to leap tall buildings in a single bound.” We call these “Feature-based” benefits.

    “What could he accomplish if he were faster, stronger, a better leaper?” We call these “Value-based” benefits.

  2. Robroy says:

    Thanks, Adam!

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