Effective Management: 20 Keys to a Winning Culture

Chapter 12   Feature the Benefits

As a young engineer I made an early transition to marketing, and was given responsibility for training sales and management personnel on the technical aspects of our products (industrial and mining machinery). This was business-to-business, of course, where the buying decisions tend to be substantially more pragmatic than in the consumer arena, so the keys to success were in showing customers exactly how they would gain from buying our products. I came up with what I thought was a succinct and clever training edict for that setting, one that still has merit: To benefit from features, feature the benefits.

No one ...