In the world of sales, it is easy to get caught up in trying to sell the features of our product. A salesperson wants to sell a product, and as a result, it is easy for them to go on and on about what their product can do. The failure in this is that the salesperson forgets to make the connection between cool features, and relevance to the potential client.
The features of any product serve to satisfy a deeper need or desire of the client, so a salesperson should base their pitch around that. The client will not automatically hear about the features of a product and make a connection to how that can satisfy their underlying cares.
For instance, if a company made very protective phone cases, their success in marketing would come from promoting why people’s phones are truly valuable to them, with a slight mention of protection. This is an example of benefits selling because they make the connection for prospective customers. Feature selling would be a commercial just based on promoting the features of the case.
This is why focusing on the real benefit of prospective clients, rather than the features of your own products, is so important.
BoweryJE22
Joe,
This article is great. The overlying theme of your entire post was so important for sale people to realize nowadays. The idea that focusing on the real benefit of prospective clients, rather than the features of your own products is a good thing to think about when selling for any company. Great job.
This is a very important point that needs to be made to most if not all sales people. Sales pitches that just shove qualities of the product that is being pitched in the customers face tend not to do so well. Realizing the customer’s needs, pains, and wants are way more important than just pitching the products advantages.
Joe, Great post everything you had to say was correct and easy to understand. I agree with you that a sales person must focus on the benefits for a product to a specific customer in order to better increase their chance of getting a sale, rather than focusing on the features of the product.
Good post, Joe. I think it can be easy to just see our product or service for what it is, but the reason people buy is to solve a deeper pain. Focusing on that pain makes it relevant and personal for the potential customer.