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The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

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Chapter 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 costs. ...

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