A customer decision ultimately boils down to three basic categories: "Better", "Faster", "Cheaper"…and a possible fourth one in some industries and countries: "Safer”.
1. Better: Does the product or service make my process, output, organization, or my life better than prior to having it? Do I use less people so that they can do better things? Do we have less errors? Does the output look better; is it more accurate? Does my quality improve?
2. Faster: Does the product or services help complete tasks or get my product out the door faster? Save time?
3. Cheaper: Am I saving money by using this product or service? Is the return on investment positive and better than other solutions?
4. Safer: Does it offer me or my staff more protection from injury, hazards? (More protection means less liability.)
Don’t talk about features with prospects. No one cares about the one thousand features in your products unless they can relate to them.
Talk about solutions, benefits and how those benefits make things “Better”, “Faster”, “Cheaper”, and “Safer”.