A three-step sales framework: feature, bridge, value. A washing machine's spin cycle is the feature. The bridge explains how it saves time and money. The value is what the customer actually gains.
Let me give you a very, very simplistic example. If I just said to you, this washing machine has spin cycle, well, that's kind of a flat sale. A great salesperson would say, this washing machine has spin cycle, then you bridge. What that means to your family is, then you give the value. Less drying time, less shrinkage, lower power bills. So the spin cycle is the feature, how this impacts your business or your family is the bridge, then the value statement is what's the greatest thing they could potentially get or the greatest value they're going to get from purchasing that product with that feature.
