Situation 5: The results customer

When recommending a medicine to a customer, the norm is to describe the features of the product, such as the fact that a certain painkiller contains ibuprofen, which is an NSAID, and it can be taken three times a day. The results customer is perhaps more interested in how the tablets will help to relieve their pain by reducing inflammation and that it comes in a handy pack size of 12. Results customers do not buy products for what they are, but for what they will do for them, so highlight benefits and outcomes as well as features.