Selling the Benefits

always try to link your features to the benefits

When you make your presentation, think in terms of benefit statements and always try to link your features to the benefits. If you don’t, you’re only telling half the story. The example below -- where a salesperson presents a new design of a stacking chair -- shows the types of connections to make.

Feature of Chair - Neat stackable design. Benefit of Chair - Saves space, making it ideal for even the smallest venues.

Feature of Chair - Metal Legs. Benefit of Chair - durable -- has lifespan twice as long as close competitors, saving money.

Feature of Chair - Stiffened back. Benefit of Chair - Enhanced comfort and better sitting position -- ideal for longer conferences.

Feature of Chair - Discreet handle. Benefit of Chair - Easy to carry and reposition -- gives more flexibility at the venue.

ACTION POINT: Practice turning features of your product and services into benefit statements.