What to say about the product.
WHAT A FEATURE IS
Something the product has.
WHAT A BENEFIT IS
What it does for the user.
WHAT VALUE IS
What that is worth to this buyer.
WHY THE DISTINCTION MATTERS
Buyers pay for the third.
WHAT EXAMPLE SHOWS IT
Daily backups is a feature. Recovering a site within an hour is a benefit. Not losing a day of orders is the value.
WHAT TO ESTABLISH BEFORE YOU CAN STATE VALUE
What their situation actually costs.
HOW
Ask what happens when it goes wrong, and what that costs.
WHAT TO DO WITH THE ANSWER
Use their figure, not yours.
WHY
Their number is credible to them.
WHAT TO AVOID
Listing features Claiming value without establishing the cost Generic benefit language
WHAT GENERIC LANGUAGE SOUNDS LIKE
Saving time and money.
WHY IT FAILS
Every supplier says it.
WHAT TO SAY INSTEAD
The specific time, and the specific money.
WHAT TO DO WHEN YOU CANNOT QUANTIFY
Describe the consequence concretely.
WHAT TO PREPARE
Value statements for your main buyer types.
WHAT TO TEST
Whether the buyer repeats your reasoning back.
WHY
It is the sign the case has landed.
