One of the stock answers to this is – People Buy People – well let me tell they don’t. Firstly it’s illegal, and second people just don’t. So I hear you say, what do they buy? People buy the benefit, what’s in it for me – wiifm. Much cleverer people than me will tell you why some people buy Skoda’s and some buy SEAT and so on, but the fact is people buy benefits.
Features remain, benefits change. For example how many uses (benefits) has rope got or nylon and so on. The key is to find out what benefits if any your prospect or customer sees in your product or service and then you know what they are going to buy.
I will be presenting more nuggets next month at Halifax Town, details will follow.
www.bostonclarke.co.uk
@bostonc on twitter as well as Facebook and LinkedIn
Thanks Paul
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I agree absolutely that people buy benefit. However, having decided they want that benefit, they then go looking for the benefit supplier that will most closely match what they're looking for in terms of speed, quality and price. They will make this decision from a combination of rational criteria and instinctive. If they take a dislike to you, they won't buy from you if they can get it elsewhere. The correct statement is therefore people buy what they want, preferably from people they like if the terms are right.
ReplyDeleteGary , The point is that the seller , price , delivery , t's&c's are all part of the product/benefit . So if I decide to buy a Skoda (fine cars) I may look for the best price etc and that is all part of the benefit .
ReplyDeleteI will explain more next month at HTFC