Think Like A Customer: How to Talk the Benefits Instead of the Features

Presented by: Pat Wagner

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Program Number: MS 118

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buy now | Available as a one-hour recorded webinar | Rental period: 72 hours (rental info)

Want to sell a product, service, or idea? Some people come up with mind blowing concepts, without ever consulting with the person who is going to buy it. But for the rest of us, we need to be able to see, hear, and understand the world from the client and customer’s point of view, which means sharing their frustration when using what you have to sell.


  • Introduction: Making Time To Invent, Discover, And Test
  • The Key Idea: The Customer Knows Best; Have You Asked Them?
  • Bulletproof: Being Able To Accept Strong Criticism
  • The Importance Of Prototypes: Build It, And Break It
  • If They Use The Front Door, You Use The Front Door
  • Steal The Words That The Customer Uses: Death To Jargon
  • A Good Sales Pitch Will Ask More Than It Tells


  • Evaluate products and services before they are launched.
  • Use words and images that the customer prefers.
  • Learn and listen by observing customer behavior.

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