The 5 x W Selling Formula

5 x W Selling Formula …

WHAT am I selling?

If it isn’t immediately clear what you’re selling, expressed either as a benefit or as a comprehensible product or service, you will almost certainly fail.

WHO am I selling to?

Selling the right thing to the wrong people is disastrous. Think care­fully about who are the real decision makers you should be targeting.

WHY should they buy?

Don’t rely on a mere presentation of your product without describing its genuine benefits.

WHERE will you find them?

The tone and character of your communication should be correct for the people you are targeting and what you know about them… what products they’ve bought, when they bought and whatever characteris­tics they have.

WHERE are you speaking to them?


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