Yes, sales people frame the conversation.
People don't buy air conditioners because of the condensors. They buy air conditioners to keep cool, make their children happier, make themselves healthier, meet friends expectations. They don't want to know about the technology. They want to know what's in it for them!!!
I don't buy a car without a battery. I won't buy my next computer without a TPM, but I'd be happy if I NEVER heard the term again. I want to know how buying WAVE stock will benefit me. I want a clearer understanding of the obstacles. Why are we not really partners with Lenovo and HP after a decade? We've had two years post DriveTrust to plant that flag. Why hasn't it taken root?
Again, the technology features are not the benefits and people buy benefits......Sometimes the benefits are savings. Sometimes the benefits are status, smiles, hopes for the future. Sometimes they are security. For a decade we have been selling a paradigm shift and a theory.
Little things can mean an enormous amount. Sales are about perceptions of benefit. Some simple things can vastly improve the belief of need and thus make people invest in security rather than use the same money for building a new profit center in Des Moines. So yes, salesmen can sell benefits without selling technology more easily that they can sell technology without selling benefits.
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