It's Not About the Dog!
Like 1 Dislike 0 Published on 10 Nov 2015
One of M3 Learning's concepts involve different value propositions to a company's potential buyers. "Above the Line" buyers want to know the "what's in it for me (WIIFM)" of the product and not the features of benefits.
Think about it this way: Tell your prospects WHY your product or services is needed and what it will do for them.
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TRANSCRIPT:
We claim there’s two value propositions for every sale: one “Below the Line” and one “Above the Line.” Above the Line, that’s the C-level, the fiscal, the return on investment, “save me time”, “lower my risk”, “solve my problems”, value propositions. Below the Line, it’s the feature benefit, the feature-advantage benefit. Most salespeople feel very successful going Below the Line and talking feature benefit, feature-advantage benefit, the competitive advantage of a deal. Then they take that value proposition Above the Line, which makes no sense. We’ve got to stop talking Below the Line value propositions Above the Line.
A quick story: My wife wanted a dog years ago, and her reason for buying a dog was she wanted a companion when I was traveling out of town, wanted something furry and friendly to take care of it. Those would be all Above the Line reasons.
Why would I want a dog? Probably to help me exercise, family friendly, protect my family when I’m out of town, more Above the Line reasons. So if you want to talk to me about “Why you should get a dog,” don’t talk to me about the dog. Talk to me about family security, and safety and those things.
So when you’re out there talking about features and benefits to your Below the Line buyer, that’s really important. But Above the Line, it’s not about the dog. It is not about the dog! Ask me my issues, my problems, my concerns, my challenges, and show how you can make a dent in those and don’t bring up the dog.
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