Specific benefits speak to the confirmed, most important needs of a particular client
Your ability to express the features and benefits of your products is vital, but there’s one more conceptual step to take -- understanding and presenting specific benefits. Every customer buys for slightly different reasons: some base their decisions on quality, convenience, and price; others on the level of service, or personal reasons that reflect how they feel about themselves.
Specific benefits speak to the confirmed, most important needs of a particular client; they differ from generic benefits, which make broader statements about the value of a product or service.
ACTION POINT: Try using your sales brochure after you have presented, not before. Highlight the areas where your products meet the client’s needs.
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