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BSS: Great Selling Skills by Bob Etherington

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What’s a benefit?

But that’s not the whole story. Advantages are potential benefits. And benefits are the most important things you offer for all your customers. A benefit is the pay-off provided by the advantage, or the value it provides to this individual prospect, to solve an explicit problem. A benefit is a solution.

Think of all benefits as the value of the advantage to the individual prospect. These are therefore defined by your prospects’ goals and problems.

The same product or service you are selling, may offer different benefits to prospects with different problems to solve. If your company is in business to organize trade shows and business conventions your feature might mean different things to different people. For the trade show ...

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