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Only a Few More Meters—The Presentation of the Offer

In: The Sales Sat Nav for Media Consultants

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  • Ricky McKenna

Abstract

“With this new customer special offer, you reach 350,000 people. We are the market leader in the 14–49 age segment. Nobody can show better figures. You get a total of 10 placements over a period of three weeks. The investment is only 4599 €.” Question: What is missing in the offer presented? Answer: Almost everything that is important to the customer! The content mentioned are only the features of the offer. But what do these features mean for the customer? The abbreviation WIIFM brings it to the point—What’s in it for me? How can I benefit from those features? When presenting an offer, the advantages of the above features and the resulting benefits for the customer must be clearly communicated. This chapter describes, using selected examples, the interplay of offer features, their general advantages and the benefits of these advantages for the customer.

Suggested Citation

  • Ricky McKenna, 2023. "Only a Few More Meters—The Presentation of the Offer," Springer Books, in: The Sales Sat Nav for Media Consultants, chapter 0, pages 123-134, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-40734-6_8
    DOI: 10.1007/978-3-658-40734-6_8
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