We show features during demonstrations,
but it is the benefits
that generate emotion.
We craft the demonstration
per the prospect’s request,
but it is not spoken needs
that differentiates your product.
We hammer professionalism and competence,
but it is the human connection
that builds trust
We work with seen
but non-seen is what we use.
Often times the buyer has a fuzzy idea about what they want. They will request you to demonstrate your product or service according to that ambiguous list. The Master Seller should know the buyer better than themselves. Understanding their world, they know the buyers desires and cleverly share benefits that differentiates from the competition. Often times, buyers don’t know what they want. But if you can show, that not only meet, but exceed their expectations, the deal is yours. You start with the seen, but it’s the unseen you use.
The Tao Te Ching of Sales 