CHICAGO - [April 2, 2003]

“dynamic and thought-provoking”

On April 2, Tim Smith, PhD provided Wiglaf’s overview workshop on Communicating Products and Services through Features, Benefits, and Value – The Customer Hierarchy of Values to the CSA Sales Roundtable.

The workshop addresses methods to communicate the value of complex products and services, create elevator speeches, and transfer price negotiations to value discussions. The process leads prospects towards buying decisions by creating value understanding at multiple levels within their mind. Its foundation is based upon features and functions of services and products that build towards benefits and values in the customer hierarchy of values.

According to Maria Burud, CSA Sales Roundtable Chairperson and Akina Partner, the presentation “provided members of the CSA Sales Roundtable with a valuable framework to go back to the business, execute, and refine the sales message”. One audience member left stating “Dynamic and thought-provoking”