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Strategies & Market Trends : Gorilla and King Portfolio Candidates
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To: chaz who wrote (24530)5/11/2000 9:13:00 AM
From: Mike Buckley  Read Replies (2) of 54805
 
you need to tell the consumer what your product does, not what it is.

Those of us in sales instantly recognize that as understanding the difference between selling features and selling benefits. The fact that a tennis ball is bright green is the feature. The fact that it is easy see because it is bright green is the benefit. Customers only care about benefits, not features.

For CDMA potential voice customers, the benefits are fewer dropped calls and being able to hear the person on the other end of the transmission more clearly.

--Mike Buckley
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