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Feature/Benefit Selling Does Not Replace Effective Questioning

Guest post by: Greg van der Linde

Article Overview: Executive Summary: Buyers are only concerned about product features that are relevant to their needs. Sales reps that focus on creating alignment with buyers, and avoid using a ‘feature dump’ as their primary means to sell, will connect with buyers. This is accomplished when reps focus on the unique capabilities of their product as the best means by which to improve the buyer’s current situation.

Feature/Benefit Selling Does Not Replace Effective Questioning

Use Features/Benefits in the Correct Context

Many sales reps are under the impression that traditional feature/benefit pushing is an effective sales method. Feature/benefit promotion does have a place during a deal but, while it will yield favorable results in some situations, a more effective process is required to sell consistently. Feature/benefit selling must be used in conjunction with an effective questioning process to show buyers the unique capabilities of a sales rep's solution. Solely using a feature/benefit push tactic to sell removes the emphasis from the buyer and the deal becomes rep-centric. Therefore, reps need to communicate the benefits of their unique capabilities in the context of improving the buyer's status. Sales reps should only use feature/benefit selling once the buyer's needs have been uncovered. To accomplish this, sales reps must understand the difference between:

• Feature and Benefit Differentiation
• Feature Dumping
• Effective Questioning to Create Unique Capabilities

Feature/Benefit Differentiation

Feature/benefit selling is only an effective strategy if buyers need each feature of the rep's product. Beyond this, it takes the focus away from the buyer's needs. Sales reps must focus on asking probing questions rather than selling. Reps must focus on the information obtained and use it to determine the specific features and benefits that are relevant to the situation. In order to effectively use features and benefits as part of their sales tactics, sales reps must understand the difference between the two.

Features

Features are particularly effective when selling lower value transactions because they carry more weight in this situation. However, features should be relevant to the buyer in all sales situations.

For example, a product might be:

• The fastest on the market
• Light weight
• Durable, etc.

Benefits

These are statements that show buyers how a product is advantageous to helping them meet their needs or goals. These are the characteristics of the products that reps offer their buyers. Identifying benefits is effective when selling high value in complex sales situations. However, they are still applicable in transactional sales, taking a more generic form.

Product benefits include:

• Saves time
• Saves money
• Makes task easier to accomplish
• Increases productivity
• Builds the brand/ increases reputation within the market

It is easy to sell strictly based on feature/benefits because sales reps know this information. However, reps must be wary of this approach because of the potential pitfalls it presents when they do not take the time to connect specific features/benefits to buyers' needs:

• Assumptions: Reps cannot assume that buyers see the benefits of their product on their own. Reps must connect the dots for buyers to ensure they fully appreciate the benefits of each feature of their product.
• Relevance: Keep in mind that not every feature/benefit is applicable to every buyer. Buyers are only interested in features/benefits that are relevant to their needs and have a positive impact on their situation.
• Impact: Reps need to highlight the benefits that have the greatest positive impact on the buyer's situation.

Feature Dumping

Many sales reps commonly rely on a practice known as feature-dumping. This occurs when sales reps:

1. Name the feature

2. State the benefit

3. Elaborate to prove the capability

a) Product Specifications

b) References, Testimonials, Case Studies

c) Demonstrations

The challenges for sales reps are:

• Assuming the buyer connects the pitch to their own situation
• Assuming the buyer understands the differences between their current solution and ideal solution
• Assuming the buyer understands that the sales rep's solution solves the buyer's problem
• Assuming the buyers care and have the desire to figure it out

Feature dumping is based on making assumptions, which is an ill-advised practice in the sales process. Sales reps who rely on feature dumping are not using their sales skills to complete a deal.



Focus on Effective Questioning to Create Unique Capabilities

Reps must focus on achieving alignment through effective questioning. Instead of sales reps imposing their own solution upon buyers and then proving themselves right, best practice is to master the art of questioning. Through questioning, reps help buyers develop their vision of a solution so that their perceived needs align with the unique capabilities of the rep's product. If this is done properly, then closing is a natural conclusion of the sales process instead of a forced outcome.

Here is an example of what is meant by proper alignment of unique capabilities:

Objective: Sell printers to each office

Most Important Concern:

Buyer #1 - Sal (onsite service and fax machine)

Buyer #2 - Jane (output)

Knowing what we know about the buyers' concepts of the purchase (through effective questioning), reps can align their product's unique capabilities to buyers.

• For Sal, since he is buying the product for onsite service and the fax machine features, the rep needs to focus on customer service as an asset of the printer.
• For Jane, since she is buying it for the output of the printer, the rep needs to focus on the effectiveness and efficiency the printer provides to users.

In order to close, sales reps must focus on the features and benefits that have the most impact on the buyer's situation. If sales reps were to try to sell Jane on the fact that the printer comes with excellent customer service, she would not see the value of the printer for her situation, even though what the sales rep is saying would be completely true about the product. Best practice means not only using questioning to expose the need, but also strategically aligning unique capabilities to that need.



Bottom Line and Business Impact:

Buyers need to see the value in, and understand the benefits of a product. Reps who use effective questioning are able to demonstrate the benefits that will sway the buyer in their favor, and will in turn sell more often.

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Article Tags: alignment, buyer engagement process, differentiation, effecitve questioning, feature benefit, product features, sales process, unique capabilities



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