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Whats In It For Me?
Sometimes, one of the most difficult things to teach beginning sales professionals is the difference between features and benefits. All too frequently, sales people list their product or service features, without articulating how those features will ultimately benefit that prospect or customer. Unfortunately, your prospects or customers are not always able to make that leap for themselves. And when they do not see the benefit, they do not buy. So-what is the difference between features and benefits? How do you articulate that difference? Product or service features are facts-they are just there. There is no real value or judgement attached to them. They simply exist. For example, the product is blue, it's a certain size or shape. Another example: the store is open 24 hours. The most important thing you want to remember about features is: Nobody cares! Your customers are buying benefits. They are saying to themselves, "What's in it for me?" "What will this do for me?" "What will this do for my company?" "How will this affect my bottom line?" "How will this affect my employees?" "How will this affect customer relations?" People buy for their own reasons, not for yours. And people buy because they believe that the product or service will get them what they want. And what they really want is a Big Benefit. Big Benefits are things like financial stability, love, recognition, independence? There are many-because they are basic human desires. Customers and clients want what they want; not what you think they may want or should want. They have their own reasons for buying. You may have to help them identify those reasons, but they will be theirs, not yours. To illustrate the difference between features and benefits-a personal story: In my living room, I have two beige chaise lounges. I have had these beige chaise lounges for a while-so, they were no longer quite so beige, and I decided it was time to have them cleaned. I called a cleaning service that said they would send over a "cleaning expert" to "evaluate" my two beige chaise lounges and give me "cleaning options." I said-"Send him over!" I was very excited! On the appointed day, the "cleaning expert" arrived, laden with his cleaning equipment. He looked at my two beige chaise lounges and told me he could clean them with Solution A. This would cost $100. Not being a "cleaning expert," I was confused. I had never heard of Solution A. And besides, I wanted options! I expressed my confusion, whereupon the "cleaning expert" explained that Solution A was "chemicals." He said another option would be Solution B; that would cost $200. I asked, "What is Solution B?" The "cleaning expert" told me, "Solution B is more chemicals." He added another option: Solution C. That would cost $300. Guess what was in Solution C? Even more chemicals! Chemicals, more chemicals and even more chemicals are all features. And I didn't care! I wanted clean, beige chaise lounges! $100, $200 and $300 are also all features. I cared a little more about those-but I still wanted clean beige chaise lounges! The "cleaning expert" was selling features: chemicals and price. He should have been selling Big Benefits, i.e.-"You're going to have a beautiful home." Here is an easy way to identify benefits: Make a list of all of the facts/features of your product or service. Don't think about it, evaluate it or judge it. Just list them. Once you have that list, go through the list item by item, putting yourself in your prospect's shoes. Say to yourself (as your prospect), "What's in it for me?" Then, write down the answer. Once you have done that, you should have a compelling list of customer-centered benefits. Once you have that list of benefits, it will be easy to make your prospects and customers understand what's in it for them. Wendy Weiss, "The Queen of Cold Calling & Selling Success," is a sales trainer, author and sales coach. Her recently released program, Cold Calling College, and/or her book, Cold Calling for Women, can be ordered by visitinghttp://www.wendyweiss.com. Contact her at wendy@wendyweiss.com. Get Wendy's free e-zine at http://www.wendyweiss.com. © 2004 Wendy Weiss
Latest News:Site: Yahoo! News Search Results for news News Ltd buys Getprice NEWS Ltd is preparing itself for the online retailing explosion with the acquisition of comparison shopping site, Getprice.com.au. Alabama news links: Judge gives man 187 years in prison on child porn convictions News from around Alabama. News Near You for Sept. 6 This daily column features short news items from some of the 20 localities that make up the greater Richmond area. If you have a news item, call 649-6990 or e-mail us at news@times dispatch.com NEWS NEAR YOU PowhatanB-24 bomber pilot Neely Young will speak at the World War II Round ... News Briefs Good news for working mothers. Minister of Education, Gideon Saar, announced Monday his decision to extend tuition subsidies for children aged 3-4 in public nurseries. BREAKING NEWS - Child struck by car, car doesn't stop TUCSON - News 4 has confirmed that a child was hit by a vehicle in the area of Drexel and Mission. Officers on scene say the vehicle did not stop. They are actively searching for the driver. Northwest News: John Canzano blames lousy city leadership for baseball's demise in Portland; Say so long to the ... Northwest News is a daily roundup of what's making headlines in the Pacific Northwest. News by location Get local and national news updates via E-mail. LUMBERTON - The Robeson County Board of Commissioners is expected to approve a resolution Tuesday formally adopting a quarter-cent sales tax increase. News buys up shopping website NEWS Limited has signalled a push into the online retail space. News Snapshot: Exit 12B in South Burlington is back in the spotlight ? THE NEWS: The city of South Burlington and the Chittenden County Metropolitan Planning Organization will hold a public meeting to discuss the latest developments on a proposed exit ? 12B ? from Interstate 89 onto Vermont 116 near Kennedy Drive. News by location Get local and national news updates via E-mail. Ten drivers have now clinched spots in the Chase for the Sprint Cup. HAMPTON, Ga. - Tony Stewart raced to his first victory of the year, pulling away from Carl Edwards off the final restart Sunday night at Atlanta Motor Speedway. Site: news - Google News AP Top News at 7:45 pm EDT - The Associated Press
MORE RESOURCES: Site: Yahoo! News Search Results for marketing Marketing experts expect £20M sponsors to stay with Man Utd striker Rooney Manchester United Wayne Rooney Marketing experts do not believe sponsors will desert Wayne Rooney after allegations about the Manchester United striker's private life. Rooney's £20million sponsorship deals are at risk because much of his appeal is as a family-friendly sports player ? an image he and Coleen have built with the help of a team of advisers. Rooney endorses a series of sponsors ... Orbital Marketing Services completes company rebrand Orbital Marketing Services Group (OMSG) plans to "leverage the synergies" of its print, mailing and fulfilment businesses following a company rebrand. Marketing Analytics Consultant Working in-house as part of a team in a Marketing Analytics role? Why not apply your expertise into some of the leading global FTSE 100 companies in the UK. You'll be looking into revenue streams generated by complex marketing strategies through the use of statistical models and analysis work. Online Marketing Strategies: Lights, Camera?Now What Do I Talk About? RISMEDIA, September 7, 2010?When it comes to online marketing, video is the undisputed leader for efficiency and effectiveness. But, technology is only half the formula. The other half is content. And therein lies the problem for many agents and brokers. Companies dabble in 'opponent marketing' at the US Open "Opponent marketing" is the new craze at the US Open for companies that haven't already got their insignia on top-ranked players. When Roberta Vinci... Article Marketing The Easiest Way to Grow Your Online Business The most efficient method for getting higher rankings in the search engine is to build and grow your online business opportunity with article marketing. Its really an easy way to find new customers and make more money on the internet That means that the more optimized your website or blog URL becomes, the more likely it will appear in the top page rankings of a popular search engine like... Loyalty Marketing Analyst We have a unique opportunity for an experienced Loyalty Marketing Analyst required for a high profile business based in Central London. This is a great opportunity to gain Pan-European project experience, and join a fun, dynamic team of business professionals. Social Media Marketing ? NOT for Everyone? After 10 years of preaching the merits of search engine optimization to sceptical business owners, I?ve found there?s a new challenge in online marketing and it?s a funny one. Nearly all business owners I meet think they should use social media marketing to promote their businesses, but a good number have a real aversion to [...] Check out the SEO Tools guide at Search Engine Journal . Social ... All-Nevada County tourism marketing talks kick off NEVADA COUNTY, Calif. ? A brainstorming session about marketing Nevada County didn't yield any groundbreaking ideas, but attendees hope support from supervisors will take a major campaign from idea to reality. Marketing Behemoths Answer Your Questions LONDON, September 6, 2010 /PRNewswire/ -- Facebook, Twitter, Google, YouTube, Microsoft and many more to discuss strategy at ad:tech London 21-22 September 2010, the National Hall, Olympia. To view the Multimedia News Release, please click: http://multivu.prnewswire.com/mnr/prne/adtech/44208/ All the big digital players are gathering in London 21-22 September to ... Site: marketing - Google News Marketing Fanciful Items in the Lands of Make Believe - New York Times
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