Selling the Benefits

Benefits do no more than explain why a recommendation makes sense.

People make the decision to buy things because of their benefits rather than their features. However, most salespeople are more comfortable talking about features than benefits. It's not hard to see why.

Features are facts and hard to debate. you will rarely be challenged when you explain the features of a product or service -- they are tangible and objectively notable. Benefits on the other hand, are educated guesses. They are subjective -- what might be a benefit for one person may not be a benefit for another.

Talking benefits makes some people uncomfortable, because it feels like a "hard sell". It shouldn't. Benefits do no more than explain why a recommendation makes sense.

ACTION POINT: Know the features, sell the benefits.