Why do people buy your product or service? This is a question that you should keep in your mind at all times and remind yourself to think about frequently. If you can’t determine why someone would feel compelled to purchase from you, how can you expect to present them with a compelling value proposition?
f you look back at the last 20 years of energy efficiency campaigns, one of the most successful and most highly adopted programs is ENERGY STAR®. Think for a moment about why people invest time and money to get an ENERGY STAR® label for their building. Is it because they want to make their building more efficient? Is it because they want to increase tenant comfort and retention? Is it because they want to charge higher rent? There may be a correlation between efficiency, tenant comfort and retention, high rent, and buildings with an ENERGY STAR® label, but it’s not why building owners want the label. They want an ENERGY STAR® label to fulfill a personal sense of pride. It’s a way of showing the world that their building is green.
If you can get to the root of the “why” and focus your energy on persuading your prospect why they need your product or service (and leave the “what” and “how” for later), you’ll be miles ahead of the competition.
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