Features & Benefits

healthcare (Photo credit: themikemckee)

by Bob Everlanka

Don’t assume that your prospect can see the connection between your product features and the benefit that will impact his company if he buys your product. You need to spell it out.

Your prospect may get the general idea and see the basic value in your product or service but by articulating the specific benefit he will receive you can really bring home a powerful message and spur the prospect to make a purchase.

It helps if you can put yourself in the buyer’s shoes. Imagine you are hearing about your product for the first time. What is going to motivate you to buy? It’s not a lyrical description of the product bells and whistles. It’s probably not even price. It’s all about how your product can make the buyer’s life better by making him a hero. He is ready to buy a product that can help his company operate more efficiently or more profitably.

You need to be able to show the buyer that your product or service and some of its features will have an immediate, measurable impact on his business. Be blunt. Use connecting phrases like “and this means to you”. For example, “Our new hand jack comes with silicon coated wheels and a reinforced crossbar. What this means to you is greater mobility for your workers and increased productivity in your distribution center.”

Take a few minutes before your next sales call and identify one or two key features of your product and take the next step by identifying the direct benefit it offers your prospect.

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