Demonstrations are the key to moving a technician up to your product’s price point. As you develop your demonstrations, be sure to include the product benefits that make your product better, faster, safer, or more heavy duty than the competition. Customers need to be told and shown what makes your product better than the competition so they can justify purchasing your product at the price you’ve set.
Here’s an example. You go into your grocer on the way home to get some spaghetti sauce. There are four products available, each at different price points. The bargain brand is $2.99, the store brand is $3.99, the national brand is $4.99, and a brand you’ve never heard of is $6.50. Which will you purchase? Since your spouse didn’t tell you what brand to get, you’ll probably pick a popular national brand unless that $6.50 spaghetti sauce catches your attention.
You notice that it’s in a cool-looking jar, so you pick it up and begin to read the label.
Feature: Salt
Advantage: Low in sodium
Benefit: It’s healthy
Feature: Sugar
Advantage: Low in sugar
Benefit: That’s healthy too
Feature: Made at the farm with tomatoes picked the day they’re processed
Advantage: Fresh tomatoes you think to yourself: “I like fresh tomatoes”
Benefit: Farm fresh taste
Feature: Made with spices imported from Old World Italy
Advantage: Where spaghetti was invented
Benefit: Tastes "perfecto"
Result: Sold!
