Ziglar on Selling by Zig Ziglar

Author:Zig Ziglar
Language: eng
Format: epub
Tags: ebook, book
Publisher: Thomas Nelson
Published: 2010-03-28T04:00:00+00:00

PRODUCTS OF PRODUCTS

Salespeople need to clearly understand that prospects do not buy what the product is; they buy the benefits that the use of the product will bring to them. “Antilock brakes” mean very little to the average driver until you explain that they may prevent those dangerous skids on slippery highways. “Steel-belted radial” might mean very little unless you explain that it enables the motorist to get an extra fifteen thousand safe miles out of a set of tires.

My guess is, you have seen the commercials on TV where the mother and daughter are stranded in the rain and might not have been had the husband bought the proper battery for the automobile. The cad! What could he have been thinking of to buy an inferior battery and cause his family to be stuck in the rain on a dark night in a dangerous part of town? Point: Our battery keeps your family safe.

“Guaranteed renewable” might mean little to a senior citizen until you explain that the company cannot cancel the policy at any age.

Five inches of insulation mean nothing until you translate them into lower heating and air-conditioning costs. In short, always give a benefit when you describe a feature and function.

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