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Casual Articles - Features Are The Way NOT To Sell - Benefits Win Business
In any given market I expect to see a variance in price for the identical product X.The variance should not be significant even when a volume factor is introduced i.e. more traffic reduces the price to encourage even more traffic.Aside: Wal Mart offers low prices but have higher margins than most of their competitors b
What is needed here is the salesperson to go to the next stage and maybe beyond to describe the real benefit to the prospect.
Maybe something like this:
The computer has 80 megabytes of stora
When was the last time you had to deal with a difficult customer? It was probably and external customer but perhaps it was an internal customer, such as a member of your team, a colleague or even - your boss!I'm sure that you always want to provide exceptional service to both your internal and external customers. However,
Customers buy BENEFITS – so try to to SELL them, because it's BENEFITS that justify expenditure (of time, money, and effort).
For example: The handle on that mug on your desk is a FEATURE.
The BENEFIT is the ability to enjoy hot coffee without burning your hand.
Sometimes thought to be old fashioned, A&P believe that features and benefits analysis still forms the basis of a sales proposition
When asked, how many salespeople can define the real benefit that a certain feature or property of their product provides?
The phrase we use to turn a feature into a benefit is ‘Which means’
It works like this
The coffee mug has a handle on the side
Which means
You don’t burn your fingers when picking up the hot coffee mug
However quite often, when using this simple analysis tool of ‘which means’, the feature of the product is only turned into another feature
An example:
The computer has 20 megabytes of storage on its hard disk
Which means
You can store many large files on the computer
This on the face of it might seem to be a benefit, but this benefit statement assumes that the prospective customer knows about the problems of file storage on computers.
What is needed here is the salesperson to go to the next stage and maybe beyond to describe the real benefit to the prospect.
Maybe something like this:
The computer has 80 megabytes of storag
Ever been frustrated by someone who made a decision that seemed to be the wrong decision?Of course you have - we all have.Have you ever made a decision that was deemed to be the 'wrong' decision?You got it - we've all done this.Did you make that wrong decision intentionally; wilfully; on purpose?Of
The BENEFIT is the ability to enjoy hot coffee without burning your hand.
Sometimes thought to be old fashioned, A&P believe that features and benefits analysis still forms the basis of a sales proposition
When asked, how many salespeople can define the real benefit that a certain feature or property of their product provides?
The phrase we use to turn a feature into a benefit is ‘Which means’
It works like this
The coffee mug has a handle on the side
Which means
You don’t burn your fingers when picking up the hot coffee mug
However quite often, when using this simple analysis tool of ‘which means’, the feature of the product is only turned into another feature
An example:
The computer has 20 megabytes of storage on its hard disk
Which means
You can store many large files on the computer
This on the face of it might seem to be a benefit, but this benefit statement assumes that the prospective customer knows about the problems of file storage on computers.
What is needed here is the salesperson to go to the next stage and maybe beyond to describe the real benefit to the prospect.
Maybe something like this:
The computer has 80 megabytes of stora
Do the marketing pieces you send out lack pizzazz and personality? Are they capturing the clients you want to work with?As your company's in-house graphics person--perhaps more by default than by intention--you're pressed to be a jack/jill-of-all-trades. You want to do a great job of producing promotional pieces, but you have
The phrase we use to turn a feature into a benefit is ‘Which means’
It works like this
The coffee mug has a handle on the side
Which means
You don’t burn your fingers when picking up the hot coffee mug
However quite often, when using this simple analysis tool of ‘which means’, the feature of the product is only turned into another feature
An example:
The computer has 20 megabytes of storage on its hard disk
Which means
You can store many large files on the computer
This on the face of it might seem to be a benefit, but this benefit statement assumes that the prospective customer knows about the problems of file storage on computers.
What is needed here is the salesperson to go to the next stage and maybe beyond to describe the real benefit to the prospect.
Maybe something like this:
The computer has 80 megabytes of stora
Advertising online is very similar to advertising in any environment. You really are trying to get your message or your product out there by the most cost effective means possible.Advertising online really is unique in the sense that you have the means to advertise anywhere in the world, almost instantly.I have found
An example:
The computer has 20 megabytes of storage on its hard disk
Which means
You can store many large files on the computer
This on the face of it might seem to be a benefit, but this benefit statement assumes that the prospective customer knows about the problems of file storage on computers.
What is needed here is the salesperson to go to the next stage and maybe beyond to describe the real benefit to the prospect.
Maybe something like this:
The computer has 80 megabytes of stora
Leandro Goldberg, Contributing Blogger/CRM Advisor -- Part of the TOOB Series (thinking out-of-box)Here and there we're going to jump out-of-the-box with an occassional article that blends technology and alternative thought process. Being that it is the middle of the night and I'm not much
What is needed here is the salesperson to go to the next stage and maybe beyond to describe the real benefit to the prospect.
Maybe something like this:
The computer has 80 megabytes of storage on its hard disk
Which means
You can store many large files on the computer
Which means
You don’t have keep downloading files to other storage devices for archiving
Which means
You don’t have to spend time on the archiving process
Which means
Less time wasted on computer housekeeping
Which means
More time available for profit making business activities.
The final benefit statement, actually produces a money element into the process, and this could be regarded the only final benefit for business users.
Finally, look at the feature again, and see if there are any other benefits from the feature.
A benefit might be obtained by thinking about the number of storage disks saved, the cost of buying a new PC or hard disk if the alternative is a PC with a small disk.
This gives a clue to finding the real benefit of a feature. If you take that feature away from the product, what problems are have you now got? You will then need to add that feature back to solve the problem!
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