In having conversations with people about the need to sell value over features, I have been using different analogies to get my point across. Of all of the analogies - the one that has been easiest to explain and clearest in its explanation is selling cars.
How often have you heard – “this car gets great gas mileage”? Just today I heard Ford claim “this is the most fuel efficient mid-size car”. But I ask thhe question – aside from the people who are conscious of the environment – how many people care? I postulate that the average consumer ignores this claim. Why? Because they are left to translate. They are left to determine the value that this “feature” would provide for them.
Sell the value / not the feature!
Imagine, instead, if Ford claimed – “this car will save you 20 – 40% of your annual gas costs!” or better yet “if you buy this car over car X, you will save $800 per year or $4,000 over a five year period”. Now you tell me – does that change the game with the average consumer? Does it make you stop and say – wait a minute – that is real money!
That is what I am talking about. Think about it – with the next couple of marketing messages you see. Are you left to translate the value? Do you actually do the translation? Or – like most people – do you just ignore and move on…