Want to know one of the biggest issues that holds salespeople back from making a sale – and yet one of the easiest to remedy? Failure to talk about benefits as well as features during a pitch.
It doesn’t matter what you’re selling. Take British public holidays, for instance. If I were trying to sell public holidays as a concept, I’d say the three main features are as follows:
- There are eight permanent holidays in England, Wales and Scotland – while the lucky folk of Northern Ireland get an extra two.
- Many employers choose to give employees public holidays off as part of their statutory 28-day holiday entitlement.
- They make certain weekends of the year longer than others.
But it’s the benefits that really sell the idea. After all, public holidays give people:
- Time away from the day-job, which can have a revitalising effect when they return to work.
- The opportunity to coordinate social activities. (Because many people are off at the same time, they can arrange long weekends away together.)
- Chance to observe certain sacred days without having to take additional time off work to do so.
The key with the benefits listed above is that they’re linked to individuals and their personal requirements. And it’s this that a good salesperson should be doing – regardless of what they’re selling.
Where’s the benefit in selling on features alone? There isn’t one. My advice for today is to use your next team meeting to look at your offer objectively, getting your salespeople to think about their customers’ requirements, and link the product or service’s benefits – as well as features – to those needs.
I promise: the results will be just as refreshing as your next bank holiday!
Your customers or clients are not simply buying your product or service, they are buying the benefits offered by that product or service. Try our eLearning course ‘Features and Benefits’ where you can learn to emphasise those prioritised benefits and you will find that you are directly appealing to your customer or client’s personal or business motives.
Find our more about eLearning for ‘Features and Benefits’