Sell the benefits and not the features.
In an effort to give my son full access to his wells Wells Fargo teen account I had to get on a call with Wells Fargo customer service… Wells Fargo was selling the features and not the benefits... so I couldn’t just say “yes” and get the account we needed.
And that’s when it hit me what Jim Edwards and my coaches had been telling me all along… you’ve got to sell the benefits and not the features. And what that really means. The point was driven home. Listen to the episode for the story!
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