The problem is that child was looking for attention and

thought it would be fun to scream at top of his lungs

that a wolf was nearby. Each time he did, entire town

came running to his rescue!

It worked twice!

But each time all townsfolk came running to his field all set

to do battle with a big, mean wolf, all they found was a bunch

of sheep casually munching on grass.

The boy really felt important when everyone came running to his

aid!

However, third time, no one believed him. No one came

running when he screamed "wolf, wolf!!!"

Unfortunately for young lad, third time was real!

There WAS a wolf and boy was forced to fend him off all on

his own. And to make a long story short . . .

The wolf won!

Now moral of this story isn't about danger, nor is about

practical joking, nor seeking attention. Rather, it's about . . .

The improper use of manipulative motivation!

You see, by screaming "wolf!", boy created a sense of

urgency that people of town couldn't ignore. They had

to come!

You could almost picture them reaching field in an

absolute panic, their adreneline pumping through their veins, eyes

bulging!

And you can pretty much guess how they felt when they discovered

that it was all a ruse!

Maybe first time they might have thought boy was just

mistaken. A lot things go bump in night, and sometimes

shadows play tricks on a person out there alone in dark.

But twice?

How many times is one expected to react in same way to the

Increase your sales—in five minutes. This article is third in a series of five articles probing five critical points influencing how you find a steady stream of customer for your business.

Customers Buy Benefits

You want more sales? Customers buy for one reason. They buy because your product or service has a benefit they want. Telling your customer your product has a 10 year warranty is a product feature. Telling them that in over 400 roofing jobs last year, there were no leaks, no call backs and no broken tile is selling benefits your customer wants. Sell customer benefits and you will increase your sales.

Why You Sell Features

Bottom line, selling features is easier. Features are visible things you see about products and services. Features are things you see, touch, feel and smell. Selling features is your self-interest. The products and services are your life-blood. You live with them every day. You know them inside and out. You love talking about them! Identifying benefits each customer wants it tough work. Customers are unique. Each buys for his or her own reason. It is easier to talk about common product features rather than uncover unique customer benefits.

Your Five Minute Exercise to More Sales!

The five minute exercise is called “SO WHAT.” When you complete this exercise, you will change your from selling product features to selling customer benefits. Remember, customer benefits are what sell! Here is how it works.