| We've already learned that people don't buy what | | | | product or service will make their life better or easier. |
| your product does - they buy what your product does | | | | Remember, motivators for people who shop on-line |
| for them. The bottom line is selling is simple; people buy | | | | are people who want to save money or make money. |
| what they want and always have, always will. You are | | | | So make sure your website will tell your potential |
| just there to help them see what it is they want. The | | | | clients how you will help them do both these things. |
| key for sales professionals is to quickly tell our potential | | | | Here are four simple steps to translate what your |
| clients why they should want what we have to offer. | | | | product features (what it does) into what are its |
| In other words... benefits! | | | | benefits (what your product does for the customer). |
| You will first need to understand the difference | | | | 1. List the key features of the product - the things that |
| between a benefit and a feature, which is pretty | | | | make it worth having. Describe what each one does, |
| simple. A feature is what your product does, such as | | | | how it works. |
| self-cleaning ovens clean themselves, or some heavy | | | | 2. Describe how it gives your customer an advantage, |
| equipment comes with safety features that are very | | | | and write it down next to the features. |
| attractive to most consumers. A benefit is what the | | | | 3. Think through how that advantage makes or saves |
| product does for you, such as save you money and | | | | the customer time or money. Be able to state every |
| time in cleaning supplies and time wasted in the kitchen | | | | feature in terms of money. Write it down next to the |
| as in the example of the self-cleaning oven. | | | | advantage. |
| Let's take a look at how to communicate to your | | | | 4. Write out a benefits statement for each feature. |
| prospective clients about the benefits they will receive | | | | Memorize your list and write it down and carry it with |
| if they choose your product or services. Remember it | | | | you for quick reference. |
| is vital you remember that the purchasing decision is | | | | You have now created a feature, benefits and |
| based on an emotional need then supported by logic. | | | | advantage list and by committing these to memory, |
| Let's say we have a website and for us to sell well, | | | | and using them often, you will now be speaking the |
| we must communicate quickly to our prospective | | | | prospective client's language. The language of saving |
| clients the reasons they should purchase from us. | | | | money, or making money and that is a sound they |
| These reasons are the benefits our customers will | | | | love to hear. |
| receive by owning our product or services. | | | | "Motivate them, train them, care about them, and make |
| While most salespeople can quickly tell a prospective | | | | winners out of them... they'll treat the customers right. |
| client what their product or service *does* we often | | | | And if customers are treated right, they 'll come back." |
| forget to take the extra step and tell them how our | | | | -- J. Marriott Jr. |