[Replay] Above & Below the Line, Skip Miller

When you deliver your value prop, you are sharing outcomes your solution provides, right?
Good
But have you also considered where your audience resides related to the power line?
Are they Above the line, ABL or below the line, BTL?

There is a huge difference.

Below the line users care about features, benefits, they need a solution to their problem now, using  language such as budget, problem, immediate fix.

Above the line users focus on Cause, Outcomes, ROI. They are looking to see how this one problem ties in to the bigger picture. They are willing to hold off on the immediate delight of one problem to get to the greater good of the bigger picture. They time travel between quarters and seek partnerships.

It is like sitting at the kid and adult table for dinner. Kids don’t care about adult talk and adults don’t care about kid talk. Adults don’t want happy meals and kids don’t want filet mignon.

No different in sales, Align our message and the outcomes you provide to your audience at the right time to maintain engagement and invite them to join you along the buyer journey.

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