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What Are You (Really) Selling?

Written by: Paul Donehue

Article Overview: It is every sales person's job to distinguish his or her products and services from those offered by the competition. And in a business world crowded with competitive offerings, an attempt to accomplish this by selling features and price most often fails. BMW makes cars, but they talk about (sell) performance and prestige! Volvo sells safety. What are you selling?

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What Are You (Really) Selling?

It is every sales person's job to distinguish his or her products and services from those offered by the competition. And in a business world crowded with competitive offerings, an attempt to accomplish this by selling features and price most often fails.

BMW makes cars, but they talk about (sell) performance and prestige! Volvo sells safety. What are you selling?

Facing the challenges of buyers who focus on price or who "commoditize" our products and services is difficult. Success can only be achieved by selling benefits and solutions.

The best sales people have developed skillful questioning and listening techniques to uncover a buyer's true needs, as it is only then that they can effectively sell what every buyer truly wants (benefits and solutions).

Conducting regular FAB (Feature, Advantage, Benefit) brainstorming sessions is a great way to get started. These are typically more challenging than one might expect! The simple formula is to say, "Because of this FEATURE, you get the following ADVANTAGE, which means BENEFIT." You might also imagine speaking to a customer who simply replies, "So what?" after each feature you present. Keep working until there is no way the customer can say, "So what?"

Another option might be to conduct focus group meetings that match various service offerings with appropriate benefits or customer testimonials. While the methods can vary, the exercise will be worthwhile.

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Home > Sales > Paul Donehue > What Are You Really Selling
Article Tags: benefit, bmw, business world, cars, challenges, customer testimonials, exercise, fab, focus group meetings, job, prestige, sales person, service offerings, sessions, volvo

About the Author: Paul Donehue
RSS for Paul's articles - Visit Paul's website

A professional and seasoned consultant, coach and trainer, Paul Donehue has made a life's study out of working with and motivating people. His extensive background in sales, management and as an entrepreneur has provided the perfect vehicle for him to interact with and observe the behavior of leaders and professionals in numerous fields, and to see first-hand how many have been able to achieve and surpass their goals. Now president of Paul Charles & Associates, a training and consulting firm specializing in sales, sales management, business communication, marketing communication and business development, Paul regularly conducts on-site and on-line training and coaching programs, and facilitates a wide range of meetings and programs. He has also spoken at many corporate and association events. He is a member of the National Writers Union and The NH Writer's Project, and has co-authored several books; he is also a former director of the Smaller Business Association of New England (SBANE), a two-term Commissioner on the Londonderry Housing & Redevelopment Authority, and has served as a board-member for a number of businesses and organizations. In his highly interactive style, Paul relays stories of innovation, perseverance and success, and presents new ideas in a positive manner that inspires others to build upon strengths while adopting fresh perspectives and a spirit of self-improvement.

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