Unleashing the Power of 'Why' –Farquharson/Tedesco
"Why" Focuses on Benefits. If you've got the newest state-of-the-art equipment, great. Resist the urge to spit out features. Instead connect this equipment to your "why" statement. Does your new large-format press cut turnaround times on some work in half? Then, you can plausibly say it connects to a "why" statement of "we live to make our customers' lives easier."
Bill Farquharson is a respected industry expert and highly sought after speaker known for his energetic and entertaining presentations. Bill engages his audiences with wit and wisdom earned as a 40-year print sales veteran while teaching new ideas for solving classic sales challenges. Email him at bill@salesvault.pro or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault, are available at salesvault.pro.
Very much alive and now officially an industry curmudgeon, strategic growth expert T. J. Tedesco can be reached at tj@tjtedesco.com or 301-404-2244.
