Thursday, June 12, 2014

Make Prospects Change Their Minds
About Your Software

Dale Carnegie said, "There is only one way under high heaven to get anybody to do anything. And that is by making the other person want to do it."

James H. Donnelly, Jr. agrees that it's hard to change prospects' and customers' minds. In his book "Close to the Customer - 25 Management Tips from the Other Side of the Counter," Donnelly tells us that marketers have changed customers' minds about a great many things, resulting in strange behavior that few people would have predicted. For example, today we pump our own gas, use 10-digit ZIPCodes on our postal mail, and handle our own baggage at airports.

Software developers need to give prospects compelling reasons to change their habits. And if the habit that we want to change involves getting them to buy a particular software application, then we need to work hard to convince them that it's in their best interest to use our program. Software developers have to make prospects want to buy their applications. And that means painting prospects into a word picture in which they see themselves benefitting from having the program installed on their computers.

Feature lists won't get the job done. Features don't close software sales. Benefits sell software.

Explain how your application solves a problem that the prospect is dealing with. Make them want to make a buying decision.

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