Page 164 - The Apple Experience

“Let me rephrase the question,” I said. “So what?”
“Well, it means if you suffer a stroke, doctors can use our machine to

make a much faster, more accurate diagnosis, which could mean the

difference between going home and living a full life or never recognizing your

family again.”

“Now I’m interested! Why didn’t you say that before?” I asked.

“I guess I never thought about it that way,” he said.

Start thinking about it that way. Nobody cares about your product or
service. They care about what your product or service will do for them.

Selling the benefit plays a big role in the Apple experience. Make sure it

plays a prominent role in your experience as well.

CHECKOUT

1. Always ask the question, “Why should I care?” Communicate the benefits behind
your product by answering the following question: Why should my customers

care? Remember, it’s not about you: it’s about them.

2. Communicate consistently. Include the answer to the question you just answered

in all of your marketing collateral, websites, advertisements, and presentations.

3. Train everyone to sell the benefit. Finally, make sure each and every employee is
trained to focus on the customers’ needs and to clearly articulate the benefits

behind each of your core products or services.