Sales Training - How To Sell Features & Benefits … The Power of Targeted Communication!
Sales Training - How To Sell Features & Benefits … The Power of Targeted Communication!
A ‘feature’ is any part of your product or service that can be physically seen or touched. By this I mean it is ‘what the product or service IS.’ Nothing more. It contains each physical feature in regards to a hard goods-type product, and is the information contained on a brochure or any describing information regarding a service-type product.
A ‘benefit’ on the other hand, is ‘what a product or service DOES SPECIFICALLY for that particular prospect or customer.’ Now, this is where my definition varies a bit from others in the training field. I have purposely added the phrase ‘specifically for that particular prospect or customer’ because the impact of how you extend and present your product benefits, can and will be different for each new presentation. Here is an example.
For instance, let’s say your company produced unique marble countertops. As you point out all the intricate carving and craftsmanship on how your countertops were created you are covering only ‘features.’ The prospect can see these features without explanation and the presentation impact is only so-so.
However, if this couple happens to live in the executive corporate world and finds they entertain top brass from other companies, now as you extend the benefits of your product and speak ‘specifically’ to the needs of your prospect, your presentation is really gaining in its strength and acceptablility.
On the other hand, let’s say that the next folks into your display area are of a mundane nature, not out to impress anyone, but desire your marble countertops for the intrinsic value they will bring into their new home. So you, being the consummate salesperson, found that the extension of ‘benefits’ to the executive couple worked so wonderfully, that you decided to follow the same course of communication with the down-home folks. Result - NO SALE!
Why? Because your presentation of product features and their extension into product benefits was not a targeted communication channel to the needs of this specific audience … the down-home folks. Therefore, your presentation impact was zero. It was not what they wanted to hear, nor did it make an emotional connection.
Do you now understand why your extension of benefits must be specifically engineered to each new customer? Remember, a product ‘feature’ is what the product IS, nothing more. A ‘benefit’ is what the product can do to solve a problem, add value, and what it DOES SPECIFICALLY for that particular prospect or customer.
Now that you understand the definition of features and benefits and how these definitions are applied, let’s create even more sales communication impact by moving to the next level of presentation.
When we create communication impact, we do it through separation of information. In other words, instead of grouping a number of features together and offering their benefits in total, it is better to stair-step the process. By taking each product feature and making sure to extend only that feature’s benefits to the customer before moving to the next feature-benefit combination, you are creating higher value for your product or service. The higher the value created in the consumer’s mind, the less the price objections.
Let’s look at another example for showing how this works.
Many years ago, I went to a car dealership to purchase a new car. During the negotiation with a young salesperson, he was quick to see I was hesitating in making a buying decision. So, in his panic to sell us, he began throwing in all kinds of ‘extras’ for enhancing the value. They just kept coming without explanation, but each represented a radical attempt to close the deal. I listened, kept asking for more and getting it, and when all was said and done, paid no more for the car. There was no stair stepping of features and benefits to build value.
To do this correctly, this salesperson should have produced one additional feature, only one, then promoted the benefits of that particular feature as to how it would be a positive benefit to our lives. By asking us ‘if’ he would make this extra concession, then would we be willing to purchase the vehicle at the specified price? Right here, he would have been getting a closing commitment through the use of feature and benefit selling. If he continued building value one feature and one extended benefit at a time, he soon would have built so much value into the product that we would have overcome our hesitation with price, and we would have instantly purchased. Surprisingly, if done correctly, not only purchased, but happily been willing to pay a higher price!
The bottom line is this. The next time you present your product’s features, make sure you extend the benefits ‘specifically’ to that particular customer’s needs. When you do, you’ll find your sales communication impact will take a dramatic turn to the better.
ABOUT THE AUTHOR:
Greg O. Bacon is the founder of MXMRQ® Corporation and Results Now!™ Business Growth Advisory Service helping business owners with annual sales from $0 - $50 million, and real estate homeowners, to grow and increase their profit potential to its fullest. Information, examples, and consulting fees for your business and real estate can be found at: www.mxmrq.com. Permission is granted by MXMRQ® Corporation to reprint this article if full author credit and website reference is kept intact.
Sales Training How To Sell Features Benefits The Power of Targeted Communication - To learn more about this author, visit Greg Bacon's Website.
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This past week a client of ours asked, “How do I tell a feature from a benefit, and how can I promote it so it will have sales presentation impact?” Good question. To answer, let’s begin with a reasonable definition.
A ‘feature’ is any part of your product or service that can be physically seen or touched. By this I mean it is ‘what the product or service IS.’ Nothing more. It contains each physical feature in regards to a hard goods-type product, and is the information contained on a brochure or any describing information regarding a service-type product.
A ‘benefit’ on the other hand, is ‘what a product or service DOES SPECIFICALLY for that particular prospect or customer.’ Now, this is where my definition varies a bit from others in the training field. I have purposely added the phrase ‘specifically for that particular prospect or customer’ because the impact of how you extend and present your product benefits, can and will be different for each new presentation. Here is an example.
For instance, let’s say your company produced unique marble countertops. As you point out all the intricate carving and craftsmanship on how your countertops were created you are covering only ‘features.’ The prospect can see these features without explanation and the presentation impact is only so-so.
However, if this couple happens to live in the executive corporate world and finds they entertain top brass from other companies, now as you extend the benefits of your product and speak ‘specifically’ to the needs of your prospect, your presentation is really gaining in its strength and acceptablility.
On the other hand, let’s say that the next folks into your display area are of a mundane nature, not out to impress anyone, but desire your marble countertops for the intrinsic value they will bring into their new home. So you, being the consummate salesperson, found that the extension of ‘benefits’ to the executive couple worked so wonderfully, that you decided to follow the same course of communication with the down-home folks. Result - NO SALE!
Why? Because your presentation of product features and their extension into product benefits was not a targeted communication channel to the needs of this specific audience … the down-home folks. Therefore, your presentation impact was zero. It was not what they wanted to hear, nor did it make an emotional connection.
Do you now understand why your extension of benefits must be specifically engineered to each new customer? Remember, a product ‘feature’ is what the product IS, nothing more. A ‘benefit’ is what the product can do to solve a problem, add value, and what it DOES SPECIFICALLY for that particular prospect or customer.
Now that you understand the definition of features and benefits and how these definitions are applied, let’s create even more sales communication impact by moving to the next level of presentation.
When we create communication impact, we do it through separation of information. In other words, instead of grouping a number of features together and offering their benefits in total, it is better to stair-step the process. By taking each product feature and making sure to extend only that feature’s benefits to the customer before moving to the next feature-benefit combination, you are creating higher value for your product or service. The higher the value created in the consumer’s mind, the less the price objections.
Let’s look at another example for showing how this works.
Many years ago, I went to a car dealership to purchase a new car. During the negotiation with a young salesperson, he was quick to see I was hesitating in making a buying decision. So, in his panic to sell us, he began throwing in all kinds of ‘extras’ for enhancing the value. They just kept coming without explanation, but each represented a radical attempt to close the deal. I listened, kept asking for more and getting it, and when all was said and done, paid no more for the car. There was no stair stepping of features and benefits to build value.
To do this correctly, this salesperson should have produced one additional feature, only one, then promoted the benefits of that particular feature as to how it would be a positive benefit to our lives. By asking us ‘if’ he would make this extra concession, then would we be willing to purchase the vehicle at the specified price? Right here, he would have been getting a closing commitment through the use of feature and benefit selling. If he continued building value one feature and one extended benefit at a time, he soon would have built so much value into the product that we would have overcome our hesitation with price, and we would have instantly purchased. Surprisingly, if done correctly, not only purchased, but happily been willing to pay a higher price!
The bottom line is this. The next time you present your product’s features, make sure you extend the benefits ‘specifically’ to that particular customer’s needs. When you do, you’ll find your sales communication impact will take a dramatic turn to the better.
ABOUT THE AUTHOR:
Greg O. Bacon is the founder of MXMRQ® Corporation and Results Now!™ Business Growth Advisory Service helping business owners with annual sales from $0 - $50 million, and real estate homeowners, to grow and increase their profit potential to its fullest. Information, examples, and consulting fees for your business and real estate can be found at: www.mxmrq.com. Permission is granted by MXMRQ® Corporation to reprint this article if full author credit and website reference is kept intact.
Sales Training How To Sell Features Benefits The Power of Targeted Communication - To learn more about this author, visit Greg Bacon's Website.
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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