A frequently quoted line in sales training is, “Do not sell the steak, sell the sizzle.”¹ In a pithy way, this phrase expresses the fact that a marketing plan based solely on the features of a product will not always be the best approach to reach every customer. Sometimes you have to sell the idea of the product, which often targets the emotional side of a person rather than their intellect. Choosing between these two different approaches to promote a product becomes even more critical when the relative merits of an item are not yet fully defined in relation to the competition. 

When it comes to the plethora of new sampling systems springing to market for indoor air quality, distinguishing the steak from the sizzle can be a difficult process. By the very nature of it being new, advertising for innovative technology tends to emphasize features, with a secondary focus on benefits, the sizzle.