Ken Uchikura Newsletter Vol. 360 Thumbnail
Marketing: Talk About Value, Not Technology
Many companies say their product has certain features or that their service can do specific things. Unfortunately, these explanations often fail to resonate with customers. That’s because what customers really want to know isn't about features—it's about how they'll benefit by using it.
For example, when a company says, “This vacuum cleaner uses a cyclonic system for high suction power,” only a few people might be interested.
But if they say, “With this vacuum, it’ll only take you three minutes to make your entire room spotless,” it immediately captures people’s attention. It speaks to the result the customer will experience, not the technology behind it.
The same applies to IT services.
Instead of saying, “This system uses AI,” tell the customer, “This system helps you finish a task in 30 minutes that previously took you two hours to do.” This is far more compelling and easier for them to understand.
The essence of sales and marketing is to adopt the buyer's perspective, not the seller's.
No matter how superior the technology is, it’s meaningless if you can’t explain what value it brings to the customer.
Put yourself in the customer’s shoes and clearly answer the question: “How will my life or my job change if I use this service?” That is the message that resonates and is the first step toward building trust in sales and marketing.
At PSPINC, we prioritize communicating the value customers gain, rather than boasting about the technology. Why not shift your company's message from feature descriptions to a one about values?
Kenichi Uchikura
President / CEO
Pacific Software Publishing, Inc.
ken.uchikura＠pspinc.com
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ABOUT PSPINC
PSPINC (Pacific Software Publishing, Inc.) is a technology company based in Bellevue, Washington, USA. Founded in 1987, PSPINC provides web hosting, email hosting, and other internet-related services to businesses and individuals worldwide.
In addition to its hosting services, PSPINC also offers website design and development, domain registration, and online marketing services. The company has data centers located in the United States and Japan, and it offers multilingual support to its customers.
PSPINC has a strong focus on customer service, and it has received numerous awards and accolades for its quality of service over the years. The company is committed to staying up-to-date with the latest technology and industry trends in order to provide the best possible solutions for its customers.
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