How did you go after reading last week’s article on the distinction between Features and Benefits? Did you take action and write a list of features and corresponding benefits for some (if not all) of your products and services?
If you did take action, congratulations, you’re on your way to making more sales (if you and your sales team use the information in your sales scripts).
If you did not take action - well either you’re making all the money and sales you want in your business or -
Perhaps “stuff” got in the way. If the truth be known and you’re honest with yourself, this “stuff” seems to get in the way quite a bit.
Will you take personal responsibility to ensure that you and your business get closer to your desired goals this week?
Now for a little exercise
Imagine I’m in your office/factory/shop to sell you a great new invention.
It’s called an “ashtray”.
This ashtray has a really special feature. It’s got a little groove in its side that is about the size of a cigarette where you can put your cigarette and it won’t fall out.
Now that’s a pretty good advantage for that particular feature, isn’t it?
What’s the benefit?
Now before you answer this question, take a minute to write down all the benefits that you can think of, because I’ve got a key one.
I know the key benefit that I’m going to use to sell that ashtray to you.
List your benefits here: ……………………………………………………………………………………..
In modern day sales parlance, this key benefit is often called the “unique selling proposition” or USP.
Did you come up with the benefit that I think is the strongest selling point of the ashtray?
Let’s find out.
Some of the benefits of this groove that stops the cigarette falling out could be:
* The angle at which you leave the cigarette doesn’t waste as much ash so you get less ash from the cigarette and you get to smoke more for your money.
* No burns in the carpet.
* No holes in your clothes.
* Keeps your house tidy with no ash on the floor.
* It won’t put holes in your tablecloth.
And the list goes on.
Let me point out a couple of things before I reveal my USP or major benefit.
I’ve got an ashtray that’s got one feature: One single solitary feature - it’s got a cigarette sized groove.
This feature has got one advantage: I can put my cigarette in the groove and it won’t fall out.
But what happens to that one feature and one advantage when we get to benefits?
There are many benefits. How many did you list?
So many salespeople, when they present the features of their product or service, forget to tell the customer what the benefits are.
They rely on the customer’s imagination to do it for them.
This can be a big mistake.
For example, my USP that I would use to help you buy my ashtray is:
That the cigarette won’t fall out and land on the floor and burn your house down and cause you major hassles with your insurance company.
Now if I were a salesperson selling the ashtray and I had made my feature and advantage statements and I did not go on to tell you about the benefit that I believe you should be buying it for, then I may not have sold you the ashtray.
The same principle applies to your business.
The point is – make sure you prepare your presentation, script it, get it right and don’t miss a thing.
Make sure you cover all the features, advantages and benefits every time.
Finally, once you have developed your presentation, the only way to perfect it is to role play. Whatever you do don’t practise on live prospects.
Too often I see salespeople develop a presentation for a new range or product they are selling and they race off into the field and start selling to real prospects.
They practise on live ones! Imagine a brain surgeon doing that!
Quote for the week:
If I have 8 hours to chop a tree, I spend 6 hours sharpening my axe.
Abraham Lincoln.
Are you sharpening your axe?
Have your say. Click here->
This column was compiled by Paul Wright from excerpts originally published by Damien Parker, Publisher of the
subscription only Positive Business Newsletter & Information Service. The Right Team, Sales Strategists & Business Improvement
Specialists, ABN 49006 576 564 ACN 110 466 138 Tel: 1300 66 44 89, have worldwide licensing & distribution rights for the
Positive Business Newsletter. Visit our new website www.rightteam.com.au
| 
