I remember the conversation with my Father like it was yesterday. An engineer by trade and an excellent marketer he was trying to impart his wisdom on me at an early age. Around the table we sat with the newly purchased tools spread before us readying for another weekend project. He picks up the drill bit (a nice one, titanium tipped with a carbide shaft). His story went something like this, “A man walks into a hardware store and asks the clerk where the drill bits are kept.” Then he turns to me and asks, “What does the man want?”
Well, I’ll tell you, I’d done my homework on this one.“I know what this man wants, something that will last, something durable. He wants titanium, super strong, long lasting.”
“Nope”, came the quick reply. Hmm, Now I’m puzzled. I try again: “Carbide?”
“Nope” “Steel?”
“Nope” AH HA! I get a brain blast and try another tactic, “Something inexpensive”
“Nope” Hmm, tried features, tried price….I know, BENEFITS!!!! “He wants a drill bit that stays sharp.”
“Nope” Well, clearly at this point I just needed to bow to my Father’s years and wisdom and ask. “I give up Dad. What does he want?”
“He wants nothing. What he wants is empty space. He wants a hole.” When we bridge our story to the value of our products and services, are we talking features and benefits or values? Are we talking about our values or the audience’s values? Are we including our own unique value that our competitors cannot claim? What are your thoughts on value? I’d love to hear them. David J. Bartos, Jr.
The Vista Group Ltd.
David@VistaGroupLtd.com