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Its a great old sales story about Jimmy Crooked that wants to get his teeth fixed. Jim is worried about the cost so he decides to go to two dental offices in his search to find the best price. When he walks into the first dental office they explain how great the braces are, the high quality materials and the low profile look. Jimmy, gets a price and says “thank you, we’ll be in touch”. Jim goes off to the Dental Office down the street, Jimmy walks up to the dentist and says “I want to get my teeth fixed”. This dentist understands his needs and wants. He explains to him how straight his teeth will be when the process is complete, the dentist explains how well he will be able to chew his food and the looks he will get from the people who notice how straight his teeth are. Jimmy said “where do I sign up?” Jim made the decision to buy the braces at Dental Office #2.
So why did Jimmy choose dental office #2? Simple, the dentist found Jimmy’s wants and needs and told him the benefits of braces not the features. Jimmy didnt want braces, he wanted straight teeth.
Sell the benefits of a product not the features.
Thanks to Zig Zigglar for sharing a version of this story.