RAB Insights

RAB Research Archive

Know the “why” behind your “what”

Economist Theodore Levitt famously said, “People don’t want the quarter-inch drill. They want a quarter-inch hole.”

It may be that nobody knows the ins and outs of your product or service you are selling better than you. But at the end of the day, wading through the particulars and features are often not what the prospect or customer wants to hear right away.

The beginning of the year is a great time to focus (or re-focus) on your “why.” Start off with a succinct benefit and end goal. Paint a true picture of how it will meet your prospect’s key pain point, then stay focused on that end goal.

Source: Business writer Neha Tandon