Selling the Benefits!
In my opinion far too often businesses focus on promoting rather than Selling the Benefits!
To illustrate consider the purchase of a new washing machine. The features may include: top load or front load, built in tumble dryer, varying agitator speeds, electronic display panel or push button controls, load sensing, conservation standards and much more. As a potential buyer we are mildly interested in these features.the product or service rather than selling the benefits. So what is the difference? The benefits show how the product or services exactly meet the needs as expressed by the customer. The features describe facts, data, product or service characteristics.
However what is likely to make a potential buyer make the purchase is the understanding of the benefits.
What you want to hear is: that this washing machine guarantees perfect results every time therefore you don’t waste time re-washing items; that it uses less energy which means you save money via your power bill; you only need push two buttons and it does the rest so you won’t spend forever working out which mode for different load types; you get a 3 year onsite warrantee which gives you peace of mind as a qualified technician will come to you saving you time and money not having to return goods to the supplier; etc
Tip: Use the link words ‘which means’ or ‘which gives you’ to instantly convert features into real benefits to the customer.
“Don’t Sell – Solve”!
By identifying the problems your customers are facing you are much better placed to resolve these issues for them. Marketing the benefit you are providing to them is far more likely to create a positive experience and result in a sale or contract.
Richard Kemp – Watts Price Accountants
The advice provided on this Article is general advice only. It has been prepared without taking into account your objectives, financial situation or needs.