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If I go outside and point up to the sky, what will passersby do?
Look up in the air. When they do and they don’t see anything, they will feel stupid.
The same happens when you are stuck selling features – the facts about a product.
It happens when you are selling premium coffees and you say, “it’s fresh roasted.” Or you’re selling a luxury watch and say it has a “ceramic bezel.”
You need to mention what the benefit to the customer is or you will trip their idiot switch and they will feel stupid. People don’t buy when they feel dumb.
In the first example, you might add the benefit to the customer of that feature such as, “Since coffee loses 25% of it’s flavor within two weeks of roasting, this is the freshest you can buy”.
In the second you might say, “So it is very scratch resistant.”
Got the picture? This is the fourth part of a sale; it is called features and benefits.
Everything has a feature and a benefit. “This travel mug is made of stainless steel, so it won’t add any taste, cleans easily, and won’t break if you drop it.” Got the idea?
Every day you use features and benefits in selling people on you. “I know the doorman at the club so I can get us in free.” “My dad has a new truck I can use so I can help you move.” “I know a great restaurant up the street so it’ll be a great start for our date!”
Every time you point something out about a product, you should hear the customer say, “So what!” You need to answer this quickly or the customer, in order to avoid looking stupid will move on or out the door.
Features and benefits are the reasons that particular customer should buy that particular product from you.
Use features and benefits and you won’t have customers saying “So what!” to your products, they’ll be saying, “I’ll take it”.
Learn the five parts to a successful sales with Sales RX.
