Important note: your customers do not buy your product, your features, they do not buy the result either, they buy the IMPACT!

Simon Sinek: Why?

https://www.youtube.com/watch?v=IPYeCltXpxw

When you want to sell a drill, you can sell:

• WHAT - The drill: the motor, the rotation speeds, the color => the features!
• HOW - The hole => the result of the features
• WHY - Being able to quickly finish your to do list and therefore watch the match => the overall objective and its impact

People buy the result, not the product

En B2B, les executives s’intéressent à 3 KPI :

• Hausse du CA
• Baisse des coûts
• Accès au Capital

Tout pitch, email, présentation, doit parler de l’impact du produit (le Why). Les features n’intéressent personne !