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sales training Stop Selling Features and Benefits


DAVID SANDLER


Prospects are used to hearing the same features-and- benefits presentations day after day. Each time you make one, the prospect has probably already heard everything you’re going to say… from the competition! As a result, if you’re selling in the traditional way, the only thing setting you apart from the competition is the company name on your business card. But, if features and benefits don’t convince people to


buy, what does? Pain. No other emotions are as strong as pain, so ignore them. Pain is such a strong emotion that prospects will do anything to avoid it. When you get your prospects to feel pain – especially pain in the present – and then demon- strate that you can end their suffering and hurt, you’re a step closer to the sale.


I’ve developed a five-part formula for moving through the pain step, and the sale, and it moves prospects – and


20 | AUGUST 2015 SELLING POWER © 2015 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


those who are not even prospects – from wellness, to hurt, to sick, to critical, to miracle...


1. Look for a “suspect” (anyone who is not yet a pros- pect) who is Well. A key question to ask the Well suspect is: “How long have you had this problem?” Suspects who tell you they’ve had the same problem for ten years will most likely keep the problem for another ten years. There’s no urgency here, and probably no chance of a sale, either. Move on to another suspect. On the other hand, if the problem has existed for a day, an hour, or perhaps even a few weeks or months, the sus- pect might now be ready to become a prospect. 2. You can change your suspect to a prospect by asking questions that will cause the prospect to Hurt. Suspects who are Well might actually see a “need” for your product or service. But, with their guard up (not feeling any emo- tion), they will remain safe, secure, intellectual, in control,


WWW.BILLIONPHOTOS.COM / SHUTTERSTOCK.COM


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