Selling Technique

4. Selling the Benefits

4.1 Sell benefits, not features.

• Feature: This PC has a processor speed of 3GHz.Benefit: This PC lets you do things twice as fast.
• Feature: This frying pan has a Teflon coating.Benefit: To clean it all you do is wipe.
• Feature: This email service includes 24-hour virus protection.Benefit: This service prevents you losing all your data because of a virus.

4.2 Match the benefits to the customer's needs.

• The same product may be sold differently to two different customers, according to their priorities. For example, if you are selling a car, you might stress the benefits of its safety features when selling to parents of young children, while focusing on style and design when selling to a single person.

4.3 Stress the knock-on effects your product's benefits could have.

• For example, 'If your accounting software was easier to use, your accounts staff could spend more time chasing debtors.'