Sell Benefits Not Features

Why is it so difficult to convince people that a product or service is good for them, but they have no trouble believing that something is bad for them?

It reminds me of this old saying in sales that states the situation in a different way, but with the same message:

You can’t say the wrong thing to the right person, and you can’t say the right thing to the wrong person.

It’s strange but true: No matter what you say to the wrong person, you’re wrong. But to the right person, you can say nearly anything and you’ll still be right.

So, how can you limit your failures and expand your opportunities when first meeting a new customer or prospect?

It’s easy. Talk in terms of benefits, not features.

When someone asks what you do, don’t give them a litany of features that your product/service has. Instead, adjust your words to focus on the benefits your product/service will give them.

“Features” answer the question, “What does it do?” or “How does it work?

“Benefits” answer the question, “What will it do for me?”

At the end of the day, if you and your prospect just don’t hit it off, then it doesn’t matter how well your product or service fits their needs, they won’t want it.

In any case, you’ll always  be better off selling benefits customer rather than features and advantages of your product or service.

daniel w. jacobs
© 2012-2030, all rights reserved


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