Author and speaker Anne Miller knows how to engage people and get them listening - and today she points out another resource that does the same. Miller's articles never fail to make an impact on me - read on, and I'm sure you'll feel the same!
Guy Kawasaki, former chief evangelist for Apple, has an interesting new book coming out in March that, among other things, focuses readers on some basic truths when it comes to communicating the value of services to clients.
In "Enchantment: The Art of Changing Hearts, Minds, and Actions," he extends the concept of benefits to "salient points." Salient points illuminate facts with meaning to facilitate quicker decisions from buyers. His example: "A label on a cheeseburger that says, 'You'll gain half a pound from eating this' communicates more salient information than 'Total calories: 1500.' Other examples:
Cars: miles per gallon vs. cost of fuel per year
iPads: gigabytes of storage capacity vs. number of songs and movies the device can hold
Charities: monetary amount vs. how long your donation will feed a child
In each case, the salient points add meaning to the facts, thus allowing people to appreciate the impact of the facts they are hearing which leads them to make decisions faster.
Salient Point for Sellers
It is so easy for sellers to get trapped in data dumps. We know so much and feel compelled to share it all! However, listeners today - and in the past - still want to know "Why do I care? What does it mean to me?" Without that link, it is hard for them to justify a decision.
Review your presentations and business conversations. Whether you call them benefits, so whats? or salient points, they are essential growing your business.
Sales and presentation specialist Anne Miller is the author of "Metaphorically Selling" and "Make What You Say Pay!". Check out her site at www.annemiller.com.
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