Statement 1: My car has tires.
Statement 2: My car came with specially designed ultra sticky low profile tires that grip the road, prevent sliding, and allow me to get the best performance out of my sports car.
Both statements above are true. However, the second has a little more punch. All cars have tires, but do all tires improve your car and make you appear to be a better driver? It depends on whether or not you fill someone in on the benefits of having special tires — not just pointing out the obvious.
Your club might have the most ancient set of dumb bells known to man. But, if I show you how these same dumb bells can provide a constantly evolving full-body workout in 20 minutes that works every inch of your body, you’re going to be more intrigued by the product.
If you do this in every facet of your tour, then you successfully build an impressive list of benefits the prospect wants and needs.
