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Feature, Benefit, Desire, Confirm
Common feature the buyer is interested in:
1. That the content & design is bespoke to them.
2. That it is app based, so can be delivered to everyone via their phones, tablets, or in store devices – or accessed via SCORM file or web link in their LMS.
3. Vibrant, policy steered learning pathways on PORTAL.
4. That it is bite-sized, so quick to do and remains engaging.Benefit of that feature:
1. The user gets to undertake simulated examples of their real life role – meaning the person better understands their job, and learns the key skills they need to be successful.
2. Scalable across a lot of people – easy to deliver training directly into people’s hands & reach people across multiple locations/ geographies.
3. You are showing the user everything they need to learn which is relevant to their role & giving them a self-led career development journey.
4. People will stay engaged throughout the topic, ensuring learning nuggets stick.Desire the implementation of that feature can lead to:
1. Users understand the ‘why’ behind what you need them to do, understand their role and are able to perform at the right level.
2. Everyone training in a consistent way, getting the same messaging and delivering consistent experience/ service to customers.
3. Users can see their opportunities for development, will feel supported and most likely stay with the company longer.
4. This means quicker time to competence & less time needed from your team doing in person/creating additional training.Confirmation that the buyer understands and appreciates the feature, benefit and desire that has been outlined:
1. Would this help you solve [pain X] and meet the business KPIs?
2. Do you think that this would help you train all your employees seamlessly?
3. In this case, can you see it being positive for impacting your churn?
Would this free up your time to be more strategic?Desire the implementation of that feature can lead to: 1. Users understand the ‘why’ behind what you need them to do, understand their role and are able to perform at the right level. 2. Everyone training in a consistent way, getting the same messaging and delivering consistent experience/ service to customers. 3. Users can see their opportunities for development, will feel supported and most likely stay with the company longer. 4. This means quicker time to competence & less time needed from your team doing in person/creating additional training.
I think you’re spot on here other than your “desires”.
Does your prospect really desire to be in a situation where “users understand the ‘why’ behind what they do”?
Or does the prospect desire to reduce the pain of having to teach the same idiots, the same things over and over again which they find absolutely soul destroying.
Mmmm, it’s tricky because I don’t think our Buyer/ICP is generally the person having to train the end user. This would typically be done by people too far down the foodchain; district/store manager/regional trainer, or done already via (non-engaging) eLearning.
This is what I initially put down as ‘fulfilled desires’ when going through the value prop creation, are they strong enough to replace what I have or do I still need to dig deeper?
Fulfilled Desires
- Reduces time and input needed from L&D team to create deliver training – freeing up their time to be more strategic & do other projects
- Doesn’t remove the need of them & their role, however.
- Allows them to have real input into a solution & the direction, rather than buying something off the shelf
- Gets their name in lights for buying something innovative and engaging
- Gives them more power within the business
- Gets their name in lights for creating ROI
- Gets their name in lights for reducing business pain
Mmmm, it’s tricky because I don’t think our Buyer/ICP is generally the person having to train the end user. This would typically be done by people too far down the foodchain; district/store manager/regional trainer, or done already via (non-engaging) eLearning.
This is exactly the point. You need to hit the desires of the person with the budget.
Everyone else (most of the time) are given tools and told to work with them. Their desires are less important at the prospecting stage of the sales process.
This is what I initially put down as ‘fulfilled desires’ when going through the value prop creation, are they strong enough to replace what I have or do I still need to dig deeper?
I think you’ve done a good job with your bullets here.
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