It’s a standard sales component, but the features-and-benefits connection bears repeating and reminding: Features are common, but benefits are personal and specific.

Fundamentally, a benefit is only a benefit once it matches the customer’s requirements.

Think about it for a moment. Let’s suppose you wanted to buy a house and had a good amount of money to spend. Your absolute passion was to live in the countryside with acres of land, so that you could wake up each morning to the birds singing their dawn chorus. You wouldn’t be remotely interested in a flash city apartment that was a real bargain, even if this apartment boasted of spectacular views over the city, the latest Hi -tech heating and sound system and 24 hour security. No matter how appealing the Real Estate Agent tried to make this apartment, its benefits would fall on deaf ears because they aren’t in alignment with your own specific requirements.

When describing the product or service you are selling, use “link phrases” when outlining the benefits of the features you are showing. Say, “Such and such is a feature of this service, which means that . . .’ Remember to be specific.

Then, sell the results – paint a picture.

You want the outcome for your prospect to be rosy, but you need to convey that. Discover your prospect’s “prime desires” and personalize the benefits to him or her. Describe the end results of the transaction and how it will improve the life of your prospect.

● Recommended reading:
“Features & Benefits”
 

Today’s News: So now we have our last finalist selected for this year’s Top Sales Article Of The Year contest, and what an incredibly talented line-up we have, all eagerly awaiting the outcome on December 22nd….

As I mentioned yesterday, you can join us for the Final – simply register HERE

Trackback URI | Comments RSS