Stay with the EDGE for Selling!  


A few weeks back you learned the power of using a Foundational Phrase to make your message clear and concise so that your audience remembers your message.

Today you will learn the key to getting your audience to take action! No matter what your message is about, you always want to leave your audience with a next step to help them get even benefit from what they are learning.  People will act on your message when they understand exactly what results they will get from you. Most speakers make the mistake of trying to sell a product, a service or an idea when instead they should focus on selling a result.  World Class speakers use the EDGE formula as a guide to make sure the whole audience is motivated by what they say. Whether you are promoting a change in habit, buying a certain product, or directing people to a website, your audience needs to have a clear and compelling reason to take that next step.



To do that  remember this key – “Never sell a product (or service, or idea), always sell the result”.


Let’s look at what this means.


If I went shopping to buy a treadmill and the salesperson started by saying, “This treadmill has 5 speeds, 3 incline levels, 7 terrain options, and a very quiet motor”, do you think that would motivate me to buy that product? He is trying to sell me the product, this treadmill.


What about if he said, “After only 1 month of running on this machine, 2-3 times a week, your leg muscles will start to become more defined and you will feel more energetic. Not only that, your friends will start asking what you have been doing because they will notice how good you look?”  Now he is selling me the result, or the benefit  I will experience from using this machine. That is more compelling than simply the features of a product.


People are motivated differently. You can put these benefits that people want more of into four categories:


– Esteem more

D – Do more

G – Gain more

E – Enjoy more


Whenever you are listing a benefit or a result be mindful to include these four categories.


For example, if you are selling a book. Instead of listing the features of the book such as “it is easy to read, full of great quotes, and only $9.95”, list the results people will expect after reading the book and applying the material.  “You will pick up simple ways to create compelling messages, you will be able to spend less time in writing a memorable speech; and you will enjoy that extra time you saved to be with your family. You will become known as the go-to person in your field from the insights you gain from reading this book.”


Can you see the EDGE in these benefits?

You will become known as.. (Esteem)

You will be able to….write a memorable  speech (Do) in less time (Gain)

Time with your family (Enjoy)


People want to know what’s in it for them and what result they can expect from what you are guiding them to do.


Does that mean you have to use all 4 EDGE benefits all the time? Well, that depends on whether you are speaking to just one person or a group. If you are speaking to just one person, you will have spent time asking questions to determine what benefit would best motivate them. If you are speaking to a group, then yes you want to incorporate all 4 to increase your chances of motivating the entire group.


This one formula will give you the winning edge (pun intended) on  increasing back of the room sales, or generating more leads in a shorter period of time and motivating more of the audience to take that next step.


Remember: “Sell the results, not the product!”


See you next week!


Keep letting the REAL  U…..Speak Through!

Lisa Vanderkwaak M.Sc.

Certified  World Class Speaking Coach

REAL U Institute™

“Equipping you to Communicate with Passion, Purpose and Transformational Impact”

To book Lisa to speak at your next group training or as a Keynote,  contact her at

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