Following on from my last post on sales, I’ve decided to write a very quick post on sales pitches, specifically how to categorize and phrase your product benefits (what you are really selling the customer).

You can only be selling one of three things:

1. Increased revenue;
2. Decreased cost; or
3. Changed risk.

That’s it. I’m not sure increased revenue or decreased cost require any further explanation. Clearly these are the categories we slot in benefits such as increased operational efficiency.

Changed risk is also quite simple, and refers to your products ability to increase or decrease variable risk.

That’s it. Your product has to be selling at least one of these three benefits. If you are not already, boil your product benefits down to these three categories.

As an aside, this posy is landmark: the first I have written 100% on my mobile. Phew, that was a challenge.

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