Features or Benefits?

Let’s be honest – how many of us still struggle with this and fall back on features when we hit some resistance?  Here is the answer to this rhetorical question – most salespeople still do this.  And even the ones that have been through the zillions of sales classes, read the books on solution selling still manage to focus on features.  You know why?  Because it’s hard to talk business and really engage with prospects when you don’t know them.

But, here’s the good news.  If someone raises their hand – meaning they ask for more info, agree to a meeting, hit your website….they have a problem and need some help so they are open to discussing their business.  So, do what they want and stop throwing up your pitch all over the client.  It’s a waste of time for everyone involved.

Just today, I heard from my CEO that a client was disappointed in our sales approach – which was all about features and the salesperson never asked about their business.  If this is the only thing your remember – please write this down – you can’t help someone unless you understand them, which means you have to ask some good questions and figure out what they need so you can help them.

Prospects don’t care about all the facts.  All the care about is how you can help them make their problems go away.  Prospects are spending time with you because they are hoping you can help them achieve their goals.  That’s it.  So, the best salespeople know this and every question, every demo, every communication is focused on helping the prospect get what they need.

So, let me conclude by asking again – Features or Benefits?

Brick