Our solution can save you $3,000 per week
Posted: Mon Jan 27, 2025 9:51 am
But given what you now know about denominator neglect, consider how you might position the quantifiable value of that future state.
For example, suppose that your solution can automate a manual, time-consuming business process for your customer. In this case, you might describe the benefits of your solution as an efficiency gain. Which one of the following two value propositions feels more compelling?
Our solution can increase your efficiency by 10%
Our solution can save you 20 hours per month.
Assuming these two options are mathematically equivalent, both malaysia telegram data convey the value of time savings. But the second option produces more emotional contrast in our minds because we can more vividly picture what we could do with 20 hours of extra time versus a more abstract 10% gain.
Consider a more direct demonstration of denominator neglect. Suppose your solution could help produce quantifiable cost-savings for your customers. Which one of the following two value propositions feels more compelling?
Our solution can save you $312,000 over the next two years.
In this case, there are no percentage statistics and both value propositions represent mathematically equivalent hard dollar cost savings over time. Yet, the larger saving illustrated in by second produces a more compelling emotional reaction.
To be clear, in each example, both options convey quantifiable value which means that either would be preferable to a high-level statement devoid of data such as, “our solution can save you time and money”. However, by paying mindful attention to how you represent that data, you can enhance that all-important emotional response.
In his memoir, Shoe Dog, Nike founder, and chairman, Phil Knight, talked about how he never liked selling. And it’s not hard to see why. In his bestselling book, To Sell Is Human, author Dan Pink conducted a survey where he asked people to state the first word that came to mind when they heard “sales” or “selling”. Of the 25 most offered words illustrated in the word cloud below, 80% had negative connotations.
For example, suppose that your solution can automate a manual, time-consuming business process for your customer. In this case, you might describe the benefits of your solution as an efficiency gain. Which one of the following two value propositions feels more compelling?
Our solution can increase your efficiency by 10%
Our solution can save you 20 hours per month.
Assuming these two options are mathematically equivalent, both malaysia telegram data convey the value of time savings. But the second option produces more emotional contrast in our minds because we can more vividly picture what we could do with 20 hours of extra time versus a more abstract 10% gain.
Consider a more direct demonstration of denominator neglect. Suppose your solution could help produce quantifiable cost-savings for your customers. Which one of the following two value propositions feels more compelling?
Our solution can save you $312,000 over the next two years.
In this case, there are no percentage statistics and both value propositions represent mathematically equivalent hard dollar cost savings over time. Yet, the larger saving illustrated in by second produces a more compelling emotional reaction.
To be clear, in each example, both options convey quantifiable value which means that either would be preferable to a high-level statement devoid of data such as, “our solution can save you time and money”. However, by paying mindful attention to how you represent that data, you can enhance that all-important emotional response.
In his memoir, Shoe Dog, Nike founder, and chairman, Phil Knight, talked about how he never liked selling. And it’s not hard to see why. In his bestselling book, To Sell Is Human, author Dan Pink conducted a survey where he asked people to state the first word that came to mind when they heard “sales” or “selling”. Of the 25 most offered words illustrated in the word cloud below, 80% had negative connotations.