One of the big-time missed opportunities in sales is to talk about how great a feature is without talking about the comparison to what they have now.

Let me give you an example: You’re walking someone through a kitchen that they clearly love. You ask what they like specifically and they gush about features. Now you ask the advanced question: “How does this compare to your kitchen at home?” It is likely that they will form an immediate distaste about their current kitchen. So the net affect is that when they get home to their inferior kitchen, they’ll immediate think of you and your kitchen. And isn’t that the idea?

Try the technique this week. Ask the question of your customer, and come back to blog your results. It’s a really cool, really simple technique that can make a big difference!