Learn what you shouldn’t talk about with customers.
Rule # 2 – Stop talking about your product features and benefits.
“We build this part out of high-grade material with manufacturing tolerances so precise that failure rates are below 0.00001% and this translates into saving you time and money.”
This is supposed to make the prospect see the downstream return-on-investment of purchasing higher-quality parts albeit at a higher purchase price.
In our industry, this translates into lower cost-per-mile for fleets which does translate into less downtime and more profit.
But is this the best way of accomplishing the result that we are looking for?
The short answer is NO.
In this second video, I explain why this approach doesn’t work and what you should do differently.
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