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How To Sell Customer Benefits For Success | Sales Training Strategy


How To Sell Customer Benefits For Success | Sales Training Strategy

Product or service features are what the product or service is. Product benefits are what the features do for the product. Customer benefits are what the features and product benefits do for the customer.


Prospects need to know what the features are, but they buy because of what those features do for them— that is, the customer benefits. Most salespeople sell features. A few of the better salespeople sell product benefits. The very successful salespeople sell customer benefits. What’s the difference? Here is a simple presentation of all three.


“Mr. Prospect, one of the exceptional features of our product is that it is made of steel.” (Feature.) “This gives the product durability.” (Product benefit.) “What this means to you is that it will last a long time and require very little maintenance.” (Customer benefit.)


Just giving the prospect a list of features may educate them on your service, but it won’t get them to buy. Giving them the product benefits will help them understand the value of the service, but it won’t get the sale closed. The key is to develop a presentation strategy that covers all three from the customer’s point of view. There are two problems when it comes to a feature-based presentation:

  1. Prospects will never picture themselves owning or using the service.

  2. This approach makes it easier for them to use price as a reason not to buy.

I suggest you do two things regarding this part of the sales process:

  1. Make a list of all of your features—yes, all of them.

  2. Create a customer-focused benefit statement around each feature.


Turn It Around

Ensure that prospects understand what is in it for them.

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