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How to ensure you’re talking benefits not features

By andrew on February 24, 2012

Talk benefits not features. Chances are you know this already. It is important you focus on what is in it for the customer.

They won’t be motivated to act just because your new product comes with a copper cantilever action valve.  However if you go on to explain that it is a more reliable, longer lasting valve that is maintenance free, they’re more likely to be interested. Furthermore if you show how that will save them £10,000 per year on their maintenance budget, provided the valves cost less than the £10,000 you will be well on your way to getting the sale.

The customer wants holes not a drill

We often fail to sell because we focus on the wrong things.  The person who goes into a shop to buy glasses, a newspaper and a lamp, doesn’t actually want glasses, newspaper and a lamp.  What they really want is ‘afters’ : the ability to see better, to get updated on the news and to have light.  So it’s what the customer does after they buy that is the key thing, hence being known as the ‘afters.’

The man (or woman) who goes into the hardware shop to buy a drill with an 8mm bit, doesn’t actually want an 8mm drill, he wants 8mm holes.

Remember to present your products or services in a logical way that ends up with the benefits – what the customer gets the ability to do. Having this end first approach will also frequently help you sell a better solution. Sometimes this won’t even be what the customer thinks they want!

Make sure you major on the purchase from the customer’s point of view, and not the sale from your point of view.

Features, Advantages and Benefits is one of the many key topics we cover on our 2 day training courses for telesales and telemarketing teams across the West and East Midlands in Leicester, Birmingham, Northampton, Nottingham, Derby, Peterborough, Milton Keynes, Cambridge, Newmarket, Melton Mowbray, Oakham, Coventry, Rugby, Daventry, Loughborough, Kettering, Corby, Wellingborough, Solihull, Lichfield, Warwick, Stratford, Leamington Spa and wider parts of Leicestershire, Northamptonshire and Cambridgeshire.

If you want your team to be better at selling features, to get more customers on board, and frankly why wouldn’t you? Then contact To Market on 01858 461148 


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