It’s not what it is, it’s what it does
Objectives
- To understand the concept of benefit selling
- To understand the difference between features, advantages and benefits
- To be able to match benefits to needs
Understanding
In Part one the first item listed under the knowledge required was ‘product – application’. This term was included deliberately. Too often sales people, and others in their organisations, think that they need to know all about the products or services. The drawback with this is that prospects are not interested in what your product or service is. They want to know what it does, or can do, for them. How will it help them to meet their needs and wants? You need to imagine each person you are selling to is asking, ‘What’s in it ...
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