This article is pure Malone. For those who cringe at the topic of selling, please remember that if any of your work activities support the generation of an invoice . . . you do sell!
I recall courses Patrick led and the challenge of learning to stay out of my own way. The importance of focusing on benefits to get and keep your customer’s attention is critical to today’s often confusing, competitive environment. While not new, the secret remains in HOW. . . How to inspire others to wholeheartedly commit to a common course of action.
Source: Vet Advantage, April 2020. Link.
The only reason you mention features and functions is to set up the benefits. Nobody buys features and functions – they buy the benefits, i.e., what they will have as a result of this decision.
INSIGHTS: Principles Malone uses and references can be found in Cracking the Code to Leadership < link >. Patrick T. Malone is a weekly contributor to AHD. His posts are routinely in the top 5 posts read on a weekly basis. His contributions to AHD and the animal health industry as well as being a mentor for many of us are significant and honored.