Imagine that you’re driving to a wedding and your car breaks down.
As you wait for help to arrive, what’s the value of a service that can get you to the wedding on time if it’s,
1 – a colleague’s wedding
2 – a sibling’s wedding
3 – your own wedding!
Car services will attempt to differentiate based on features such as road coverage, response time, the quality of the spare parts that they use or associated warranty
And the outcomes of these features would be quicker access to your car and peace of mind
But is the value the same for you in all three scenarios?
Wouldn’t you achieve something of different importance in each of the three scenarios
The value of the service has nothing to do with their features or benefits but what you wanted to achieve
Now, let’s flip the switch where you’re the one trying to sell someone on an idea or a product/service.
Does your process help you focus on the value?