There is more to selling the sizzle than many appreciate
For years we’ve been told to sell the sizzle and not the sausage. In other words we should be selling benefits and not features.
But I don’t think that many of us understand benefits in terms of the customer. We tend to understand customer benefit on our own terms, and rarely look at it from a customer point of view.
So for example we will say our product product or service offers the following benefits.
Rapid turnaround, OR 30% more capacity OR perhaps increased reliability.
What about our customers’ customer?
But the reality is that in customer terms these mean very little. 30% more capacity than what, how much more reliable and how much faster is turnaround? More to the point, what impact will this have on our customer. What impact will that have on their business and more importantly on their customers?
When we talk about increased capacity and increased reliability we need to think about this in terms of, for example, reducing down time by minimum of, say 20%, which translates into a 25% cost reduction for their customers.
I have just completed reading Stefan’s book on the marketing of hospitality. I found it outstanding from both the strategic point of view Stefan adopted and the many practical suggestions he offered. And his wonderful, slightly quirky self shone through, which added delight to the entire experience. Check Molly’s Place, A Bar & Grill, in Grenada, MS a year from now and see how we are doing!
I have had the pleasure of working with Stefan on two occasions and was thoroughly impressed both times. His marketing knowledge is excellent and he has the ability to execute a task to a high standard all the way through to completion.
I've had the privilege of working with Stefan on two book projects, and I have also benefited from his marketing wisdom in a private mastermind group. The man is a consummate professional, and he backs it up with a hilarious sense of humor. I highly recommend him.
Stefan is very thorough in his research and understanding of a clients requirements. He has a proven record of delivering comprehensive strategic marketing plans that address education / FE issues critical to the ongoing success of a college. I would recommend considering Stefan for any project that involves strategic planning, communication or digital marketing.