Chapter 9. What’s the Benefit of That?

Have another look at your one big thing. Does it turn your prospect on, or is it something innocuous like “leading service” or “high quality” which everyone can and does claim? Also, is your one big thing benefiting you or your customer more? For example, some companies get really excited about their processes or high-tech equipment, whereas the customer really couldn’t care less so long as the product arrives on time in the condition they expect. For all I know, Amazon might just have the most advanced computerised warehouse in the world – not interested! But I love it when they deliver my book the next day, at a cheaper price and gift wrapped too if I’m in the mood! Your one big thing is actually your customers ...

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