Principle 3 of 6 · Haris Halkic
Selling is making someone’s decision easier
First you understand the person in front of you.Then you make the choice simple.
The eight rules, in the graphic’s order
- 1Create a Unique Value PropositionWhat you say
- 2Focus on Benefits, Not FeaturesWhat you say
- 3Keep Your Message SimpleWhat you say
- 4Tell a Compelling StoryWho you talk to
- 5Know Your AudienceWho you talk to
- 6Create an Experience, Not Just a ProductThe customer’s journey
- 7Don’t Be Afraid to PolarizeWhere you stand
- 8Persistence in the Face of RejectionHow long you keep at it
The rules are written here exactly as they appear in the graphic.The attribution to Steve Jobs comes from the graphic, signed by Haris Halkic. We have not verified it.
Rules 1, 2, 3 · What you say
One sales pitch, rewritten in three passes
The first pass says what makes you different.The second says what the person gains, not what the machine has.The third keeps only the idea people remember.
Example · made-up product: Doza
Doza is a premium-quality coffee machine with 15 bar of pressure, a 1.2 L water tank, a stainless steel body, adjustable grinding, two programs and automatic shut-off. A modern solution that suits everyone.
The starting point: a list of features, with no reason to pick this machine over any other.
Example: we made up the Doza machine and its texts to show the mechanism.The word count is calculated from the text on screen.
Rules 4 and 5 · Who you talk to
The same offer, a different story for each audience
Before you speak, find out what bothers the people in front of you.Then tell them their story, not the product’s.
Who you are talking to
One offer for everyone: the Doza machine (example).
Their story · rule 4
- 1 · Situation
- 2 · Tension
- 3 · Change
Example: we made up everything here.From the graphic: research your audience, understand their needs, then tell a story that connects them emotionally to the product.
Rule 6 · The customer’s journey
One broken touchpoint spoils the whole journey
The customer lives through the whole journey, not just the product.One bad point spoils the impression around it.Tap the broken points and fix them one by one.
Example: someone buys a coffee machine online.
of 5 points are goodTwo are broken.
“You’ve got to start with the customer experience and work back toward the technology, not the other way around.”
Rule 7 · Where you stand
A message for everyone excites no one
A message that bothers no one fires up no one.A message that takes a stand loses some people and fires up others.
“A lot of times, people don’t know what they want until you show it to them.”
Illustrative model: the 40 dots and their groups are chosen to show the mechanism, not measured.
Rule 8 · How long you keep at it
A no is a lesson, not the end
Every rejection tells you something about your offer.You listen, adjust the offer and try again.The vision stays the same; the offer gets sharper.
Example: a coffee supplier pitches to an office.
- You pitch
- You get a no
- You learn
- You adjust
We deliver specialty coffee to you every month.
What stays the sameGood coffee for the people at the office.
An illustrative story we made up.From the graphic: use rejection as a learning opportunity, adjust your approach, keep pushing and stay committed to your vision.