Do You Make This Common Sales Mistake?

Every sales presentation should answer the customer’s question, “What’s in it for me?” 

However, most sales presentations are focused on the features of the product. But customers don’t care about a feature until they know what it will do. So why is it that we always name the feature first?

If your goal is to powerfully persuade, you must cause others to imagine themselves enjoying the benefit you describe before you explain the feature that makes it possible.

This “name the benefits first” technique will not only make your sales presentations more productive, but your ads more convincing and your speeches more compelling.

Win the heart (big picture focused right brain) and the mind (detail focused left brain) will follow. Name the benefit first - then name the feature.

You’re going to be amazed at the difference it makes.

(By Roy H. Williams, The Wizard of Ads at