Professional Documents
Culture Documents
A s you learn about the psychology of selling, why people buy, and emphasize benefits in
your sales presentation in this chapter, keep the Golden Rule in mind. Customers want to
trust you! They depend upon you to tell the truth. Use your selling skills learned in this
chapter to help people by being a better communicator. Periodically asking a person about
what you have just said is a great way to find out what they think about your talk. Do the
right thing for the person, even if it means a “no sale.” After all, you are with the person
to unselfishly help that person make the correct buying decision for his or her need, not
your need to make a sale. Ethical service builds relationships and is based upon the truth.
How does the prospective customer know that your claims for a product are true?
Imagine a prospect thinking, “Prove it!” Be prepared to substantiate any claims you make.
Companies typically train their salespeople thoroughly on the product’s physical and
performance characteristics. A salesperson may have excellent knowledge of the product
yet be unable to describe it in terms that allow the prospect to visualize the benefits of
purchasing it. This is because many salespeople present only a product’s features and
advantages—leaving the buyer to imagine its benefits.
While your chances of helping the customer increase when you discuss both the features
and the advantages of your product, you must learn how to stress product benefits that
are important to the prospect in your presentation. Once you have mastered this selling
technique, your sales will increase.
People are interested in what the product will do for them. Emphasizing benefits appeals
to the customer’s personal motives by answering the question, What’s in it for me? In your
presentation, stress how the person will benefit from the purchase rather than the
features and advantages of your product.
To illustrate the idea of buying benefits instead of only features or advantages, consider
four items: (1) a diamond ring, (2) a camera, (3) STP motor oil, and (4) movie tickets. Do
people buy these products or services for their features or advantages? No; people buy the
product’s benefits such as these:
■ A diamond ring—image of success, investment, or to please a loved one.
■ A camera—memories of places, friends, and family.
■ STP motor oil—engine protection, car investment, or peace of mind.
■ Movie tickets—entertainment, escape from reality, or relaxation.
As you can see, people are buying benefits—not a product’s features or advantages.