Want to know one of the biggest issues that holds salespeople back from making a sale – and yet one of the easiest to remedy? Failure to talk about benefits (as well as features) during a pitch.
It doesn’t matter what you’re selling. Take British public holidays, for instance. (There are two of them at the beginning of next month, which makes April pretty special in my book.)
If I were trying to sell public holidays as a concept, I’d say the three main features are as follows:
- There are eight permanent holidays in England, Wales and Scotland – while the lucky folk of Northern Ireland get an extra two.
- Many employers choose to give employees public holidays off as part of their statutory 28-day holiday entitlement.
- They make certain weekends of the year longer than others.
But it’s the benefits that really sell the idea. After all, public holidays give people:
- Time away from the day-job, which can have a revitalising effect when they return to work.
- The opportunity to coordinate social activities. (Because many people are off at the same time, they can arrange long weekends away together.)
- Chance to observe certain sacred days without having to take additional time off work to do so.
The key with the benefits listed above is that they’re linked to individuals and their personal requirements. And it’s this that a good salesperson should be doing – regardless of what they’re selling.
My advice for today? Use your next team meeting to look at your offer objectively, getting your salespeople to think about their customers’ requirements, and link the product or service’s benefits and features to those needs. To back this up, here's a short but valuable eLearning course on Features and Benefits, designed specifically to emphasise prioritised benefits to directly appeal to your customers personal or business motives.
I promise: the results will be just as refreshing as your next bank holiday!