Autumn 2003

14th Edition

In this Edition: “The “FBI” Pushes Our Hot And Cold Buttons. So What?” Are your benefits hitting Cold or Hot Buttons? Alastair Grant explains how to use the “So What?” test to work through the FBI (no, not American law enforcement!) miss the Cold and hit those Hot Buttons that win the business. “The Sum […]

The “FBI” pushes our Hot & Cold Buttons… SO WHAT?

“FBI” is an instantly recognisable acronym. To most people it means American law enforcement. To us at GPB it thankfully means something altogether different! FBI here at GPB stands for “Features, Benefits, and Implications”. Many of us learnt somewhere when trying to win business that you should describe your product or service more in terms of the benefits to the buyer rather […]