March 2012
Beginner
704 pages
18h 19m
English
book
Branding Strategies for Success (Collection)
by Joan Kiddon Larry Light Brian D. Till, Donna Heckler, Ryan D. Mathews, Russ Hall, Watts Wacker, Robert Brunner, Stewart Emery
Content preview from Branding Strategies for Success (Collection)
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Truth 8. Does your sales force know the difference between a product and a brand?
Many salespeople sell products—items consisting of features and benefits.
"This car has 25 cubic feet of cargo space."
"We promise delivery within 48 hours."
"Our parts are machined to the highest tolerances in the industry."
This is all product talk; all statements about attributes. Good salespeople are trained not to focus solely on attributes but to turn the attribute into a benefit:
- "25 cubic feet of cargo space" becomes convenience for the busy family and family trips are made easy and comfortable.
- "Delivery within 48 hours" translates into quick possession.
- "Delivery within 48 hours" may for a business mean lower inventory requirements and reduced carrying ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.