Sunday, December 1, 2013

SG Sales Guru: Features Tell, Benefits Sell

One of the key points I always emphasize in our sales training programme, is that features tell but benefits sell.

The most common mistake in sales is to talk about the features of a product and not tell the customer the benefit he or she will enjoy. Customers don't buy features. Customers buy the benefits the feature brings them.

While some features are intuitive and the customer can draw his own benefits, not all benefits can obvious. As such, during a sales presentation, it is useful to adopt the structure of stating and explaining the feature, and then leading to a benefit. Following this structure religiously will ensure that you never forget and this, in turn, will increase your closure rate.

Always remember in sales, features tell but benefits sell.

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