Monday, October 09, 2006

Blue Ferret BlogTip 10-9-06 - Columbus Reminds Us of a Sales/Marketing Truth

As most everyone knows, today is Columbus Day. Wasn't perfect, but he did something bold for what he believed, and reaped a sizable reward.

When he appeared before the rulers of Spain, do you think he talked about how he would only need 3 ships? How his course would only take so many weeks, as opposed to months the "traditional" way?

Nope. Those were features of his proposal. Parts. The nitty-gritty.

According to what I've read, Columbus instead addressed the benefits his journey would bring. He talked about spices. About gold and jewels. About how his route brought wealth back faster, so the court could enjoy it sooner.

The age-old sales/marketing truism, displayed once again. Focus on the benefits. The features will take care of themselves.

(I don't mean to diminish Columbus' achivement by looking at it from another angle, but let's face it, he convinced a king & queen to give him ships to go sailing off in a direction nobody went! The guy knew how to sell.)

Nothing you sales geniuses need to be told, I know. But it's interesting to note that some truths are timeless. We as human beings react to the benefits of a product more than we do its features. As true today as it was in 1492.



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