Читать книгу Media Selling - Warner Charles Dudley - Страница 54

Potential advertisers do not care about a website or app’s underlying code, a broadcast station’s power or antenna height, a cable system’s type of commercial insert equipment, or a magazine or newspaper’s press size or color‐separation ability – these are all features. What prospects care about is how advertising is going to help them solve marketing or advertising problems and challenges. Solutions to these problems are benefits. Therefore, salespeople must learn to position their offerings in such a way that they always answer prospects’ question, “What’s in it for me (WIIFM),” as is covered in depth in Chapter 10: Researching Insights and Solutions and Chapter 11: Educating.