Practical Sales Training™ > How to connect with your buyer > The Heritage Effect
What is it?
The Heritage Effect is about using the history and origins of your offering to your advantage.
Why does it work?
Businesses with a long history are perceived as more stable and reliable which can be a great selling point and differentiator (The Established Effect). The Heritage Effect looks not only at your history, but what that means for your buyers.Have you been developing and refining what you do for many years? did you invent something in your space or define your industry? Whilst you don’t need to be the first or best, a compelling story surrounding the company or offering can help to engage potential buyers.
How can you use it?
Depending on your business and your offering, is there anything in your heritage and history that would be of interest to potential buyers? Did you create, refine or invent something new? Did you pioneer a new way of working in your industry? What have you achieved in the past that would have an impact on the buying decisions of your present clients?
Example:
A family-run bakery includes this line in its messaging:
“Baking the same sourdough recipe since 1924 – five generations, one mission: real bread, done right.”
They also show vintage photos of the original bakery and share stories about how the founder delivered loaves by bicycle.
Why it works:
It’s not just bread – it’s a legacy. Buyers feel they’re supporting something authentic, time-tested, and rooted in care. The history becomes part of the product’s perceived quality and emotional value.
See also
