File under Selling Skills
It’s Not About The Product, It’s About Selling Benefits.
We know we should be selling benefits yet too many salespeople are still “selling the mop and not the clean floor”. Consumers don’t want a mop for the sake of having a mop. Consumers want the benefit the mop generates, a clean floor. Sell them the clean floor.
How To Sell Benefits
So, just how can we insure we are always selling benefits? Well, I’m going to give you two powerful words you can say to yourself to insure you are selling benefits and not a product. The two words are, “So What?”. By saying “So what?” to yourself, you can’t help but to sell benefits. Let’s put these two powerful words to work.
You just told a prospect that the car they are thinking about buying has a rear view camera that engages when the car is put in reverse. The image of what’s behind them is viewed on the dashboard. Now say to yourself “So what?”. Bingo, you automatically go into selling benefits mode. So you don’t have to twist around to look out your rear window. So you have an important safety feature that allows you to back up with confidence. Can you see how these two powerful words get you focused on selling benefits? Those two words must be added to all your selling techniques.
The Power Of Selling Benefits
Say “so what” to yourself every time you present a product’s feature. Doing so allows you to connect the dots for your prospect. When you connect those dots you get your prospect focused on the benefits delivered by the feature and that’s the best way to sell anything.
This technique of saying “so what” is especially important during product demonstrations. Say â€˜so what” to your self every time you demonstrate a feature and you’ll automatically present the benefit of that feature. Just make “so what” part of your sales process.
You should also use this technique when cold calling for appointments over the phone. Prospects are not going to give you an appointment so you can tell them about your new product or features. Prospects want to know what’s in it for them so, lead with benefits and not features.
I hope you’ll remember how important it is to sell benefits whenever presenting a product to a sales prospect. Doing so will take your sales results to new heights.
Make it a great day!
Nick Moreno, Sales Trainer
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