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Sales Tip #4
Features Tell, Benefits Sell…
McNaughton, McNaughton Incorporated
To make a sale
in today’s environment, you first need to identify your customers need. Then, in suggesting a product, your customer
needs to hear the direct and personal benefits to them. Good sales
people, good displays, and good packaging tell and sell. As
sales people, we need to help our customer see how buying a particular item
will positively affect their life and fill their need. Hearing about the number of bristles or the
quality of the material is irrelevant unless the customer can see why that
matters to them. With every feature,
explain the benefits of that feature to your customer.
FEATURE: Suction Cups to Window or Mirror
Soda Bottle Bird Feeder
FEATURE: Attaches to a soda bottle to create
a bird feeder
An Articulating TV Mount
FEATURE: Articulating Arm
Customer says "That’s exactly what I need!"
you ever have sales meetings with your sales associates? If so, play the Features & Benefits Game. Choose several high profit products. Divide you sales staff into two teams. Team One will suggest a feature from the
package of the item and Team Two has 15 seconds to come up with the benefits of
that feature. Do two or three
Feature/Benefits for each item. Then try a new product and let the teams switch
from feature to benefit. Make it fun.
Use a variation of the game scoring points for each answer. Or, have a quiz at the end. Hold a contest or
offer a silly prize for the best ideas.
This game will help sales staff learn and focus on each product’s
benefits in a fun way and it will offer them sales ideas they hadn’t thought
of. You should even be able to track the
sales growth on those items as your staff does a better job of “selling” them!
So, next time you are rattling off all the cool features of a product, remember, your customer needs to hear the benefits. Remember and remind sales people frequently -- Features Tell, Benefits Sell! If your time is limited, skip the features and focus on the benefits.
Jamie McNaughton is Vice President and Co-Founder McNaughton Incorporated