Educational Coordinator Topic

People do not make buying decisions based on the features of a particular product or service. Buying decisions are made when the customer sees that your product or service will fulfill a particular need. If you want to educate your sales team then it is imperative to tell them what sets you apart from your competition. Let them know how you meet or exceed this need! Discuss the benefits of the product or service rather than its features!

We have heard many examples from well-respected marketing professionals like Zig Ziglar, Brian Tracy, and Dr. Ivan Misner, the Founder of BNI. For example:

• People do not buy a newspaper, they buy news.
• People do not buy a website, they buy the ability to earn passive income.
• People do not buy eyeglasses, they buy vision.
• People do not buy a lamp, they buy light and the ability to see things clearly.
• Finally, “People don’t buy a membership in an organization like BNI, they buy cooperation with people to accomplish goals that they cannot achieve on their own. Teamwork divides the effort and multiplies the effect … that is what networking in BNI is all about” (Dr. Ivan Misner).

So, when asking for referrals and explaining what sets you apart from your competition, discuss the benefits of what you offer rather than the features!

Recommended Materials for Follow-Up: CD Set – BNI Networking Secrets; Learn What the Best Already Know; Chapter 3 – How To! By Dr. Ivan Misner. Published by Del Fuego Publishing.