SKILL
Ten Things to Remember when Using Benefit Statements
LEE R. VAN VECHTEN
In the sales world, there is often confusion about features and benefits. What is the difference? And what difference do they make for the tele- marketing professional?
Just to be sure we really know the difference between features and ben- efits, here are their definitions: • Features are the characteristics of a product or service inherent in its makeup (e.g., comes in red, green, or blue, and has solid-state microchip components).
• Benefits are what these features will do for your company (e.g., will save you time; will fit in small spaces; can be paid for over 10 years, thus saving you money, etc.). Both benefits and features must be believable. Second, neither should be recited to a prospect before a need has been uncovered. And third, we
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should all realize by now that custom- ers do not buy features – they buy benefits. This is as true for selling over the phone as it is for face-to-face encounters.
WHAT TO REMEMBER Following is a list of 10 things to remember about using benefits to enhance your features presentation. 1. Selling skills are learned. They are not inherited or God-given. 2. Selling skills are not memorized or mechanically recited. They are used and applied creatively based on what you have heard and your response.
3. Selling skills are not based on stand-alone actions or statements. They are commingled with your entire presentation – melding together like the colors of a fine painting. 4. Benefits are never implied, as in, “This automobile gets 48 miles to the gallon!” They are clearly and confidently spelled out to ensure they are understood (e.g., “George, what this means to you is a yearly fuel bill that will cut in half your current fuel expense.”)
5. Benefits are never left naked! You must see if the benefit is truly as im- portant as you suspect, as in, “If this fuel savings can accomplish that kind of dollar savings, you would be inter- ested in that, wouldn’t you, George?” (And wait for your answer.) 6. Benefits are related to needs.
Without a need, benefits are either blind or useless. The simple reason needs are determined by your prob- ing sequence is so you can choose
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