May 2022
Intermediate to advanced
288 pages
6h 42m
English
Content preview from The Conversion Code, 2nd Edition
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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.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.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.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.
Chapter 30The Perfect Sales Pitch
Everyone sells features. The best salespeople sell the benefits of features.
Features are what you do. Benefits are why it matters to the lead. Tie-downs ensure the lead agrees throughout the pitch that the various features benefit them.
If you haven't noticed, I love acronyms. I was once speaking at an event where a lady came up to me after and said she was surprised that I didn't mention the acronym for Polk when I said that it was the county in Florida I am from. She said, “It stands for People of Little Knowledge.”
Ouch.
The reality is, Polk County is not the IQ capital of the state. The reason I know that is because I am from there. I am not an intellectual and neither were any of my friends or family members growing up.
Using acronyms helps me process and remember things better and allows me to teach things in a way so that it is easier to understand. I'm a blue-collar coach and FBT (feature, benefit, tie-down) is one of my all-time favorite acronyms.
The framework for FBTs is “Here is what we do. Here is how what we do benefits you. Do you agree that there is a benefit to you in what we do?” Your tone should be full of enthusiasm (I Am Sold Myself) as you go through each FBT.
To decide what your FBTs should be, ask yourself two questions: “What makes my business great?” and “What makes my business unique?” The answers to those questions is where your FBT material should stem from.
There is really no need to overthink this. If what you ...
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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.