Performance Selling

By Eric Schwartz
Published on: February 15, 2019

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As most of you know, we’ll be launching the new Technology Designer Magazine this winter. Our target audience is the luxury residential design-build community. When people ask me, why focus on the luxury community?, I always tell them that luxury never goes out of style. Right? I mean, there will always be consumers who want more than just mass-market products and services.

Which brings me to performance selling. When I go looking for a new _____(fill in the blank), I want to be shown all of the options available. Now, I might not want the very best that the market has to offer, but I at least want the courtesy of seeing the crown jewels! I mean, come on, we all want to at least see what top dollar buys today – that way we can make a better decision on which features we might be willing to give up in order to fit our budget.

Another way to say this is in our world is that we want to see what the performance actually is if we’re talking speakers. Show me why you think I should consider the $2,000 speakers when I came into your store and said my budget was around $1,200. If you can make a compelling demonstration as opposed to just trying to sell me on features, I think you have a much better chance of getting me to reconsider my budget.

And performance isn’t just about demo-ing a product, right? If you listen to me and take into consideration my lifestyle, what car I drive, what phone I use, and take the time to understand what I put a preference on as it pertains to products I already have, you are probably able to steer me to a product that has the performance I expect and that I will love owning.

Performance sells. Cars. Phones. Clothing. Why not electronics like speakers and control systems and energy management? So show the good stuff and if you can give an actual hands-on demo, go for it!

Eric Schwartz

Eric Schwartz

Eric is the founder of Catapult Communications, offering brand awareness and sales strategies to strengthen clients' go-to-market offerings. He is also the co-founder and publisher of Technology Designer Magazine, and past recipient of The Torch of Liberty Award by the ADL.

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