Value Positioning and Articulation

1. 🎯 Positioning value involves putting customers in the scene and situation where they can feel the pain of not having your product, rather than simply listing features.
2. 💡 To sell value effectively, one must know, believe in, prove, articulate, and position the value correctly within the customer's context and situation.
3. 🚩 When a customer asks for a discount, it's a signal that you've failed to articulate and position the value of your product, not that the price is too high.

Customer Decision-Making

1. 🧠 Customers often rely on default rules (heuristics) like "heavy equals quality" or "long line equals good restaurant" to make quick decisions without deep thought.

Effective Sales Techniques

1. ⏱️ To position value, tie together articulation values (e.g., "repair within 30-40 minutes") with the customer's situation (e.g., "what happens if this unit goes down during lunch?") to make them consider potential negative outcomes.