Comments on: Means End Theory: People Don’t Buy Features Or Benefits http://www.jessekanclerz.com/blog/2008/07/people-dont-buy-features-or-benefits/ Marketing advice for running your business. Mon, 22 Feb 2010 01:34:45 -0600 http://wordpress.org/?v=2.8.6 hourly 1 By: Jesse Kanclerz http://www.jessekanclerz.com/blog/2008/07/people-dont-buy-features-or-benefits/cpage/1/#comment-8961 Jesse Kanclerz Sat, 12 Jul 2008 13:46:01 +0000 http://www.jessekanclerz.com/blog/2008/07/people-dont-buy-features-or-benefits/#comment-8961 Logic, I'm glad you enjoyed the K2 helmet story. It clearly demonstrates the links between features, benefits and valued-end states, and that people buy based on their own unique value propositions. Means-End Chains are useful in discovering the strongest associations that groups of customers share. That said, MEC is a powerful tool to help companies, and their sales teams to move away from selling only on price. When you understand the driving motivations for buying it's that much easier to make price a secondary issue. Thanks for commenting Logic. Logic,

I’m glad you enjoyed the K2 helmet story. It clearly demonstrates the links between features, benefits and valued-end states, and that people buy based on their own unique value propositions. Means-End Chains are useful in discovering the strongest associations that groups of customers share.

That said, MEC is a powerful tool to help companies, and their sales teams to move away from selling only on price. When you understand the driving motivations for buying it’s that much easier to make price a secondary issue.

Thanks for commenting Logic.

]]> By: Logic http://www.jessekanclerz.com/blog/2008/07/people-dont-buy-features-or-benefits/cpage/1/#comment-8956 Logic Fri, 11 Jul 2008 22:14:15 +0000 http://www.jessekanclerz.com/blog/2008/07/people-dont-buy-features-or-benefits/#comment-8956 Hello see we have told to sell on benifits however after reading tou K2 helmet story I clearly read how this product sells. What I like best about the story is that the price was not the main issue a consideration but not the main focus. This is refreshing we are so over the 9.99 cheap cheaper concept. We like those that buy on purpose and need so thank you for sharing. Logic... Hello see we have told to sell on benifits however after reading tou K2 helmet story I clearly read how this product sells. What I like best about the story is that the price was not the main issue a consideration but not the main focus. This is refreshing we are so over the 9.99 cheap cheaper concept. We like those that buy on purpose and need so thank you for sharing.

Logic…

]]>