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Article Index
Effective Selling
Right on Target
What Are You Trying to Do?
Reach the Decision-maker
Creating Interest
Do They Need Your Product?
Emphasise the Benefits
Objections to the Sale
Handling Objections
Closing the Sale
Legal Obligations

Effective Selling

6. Emphasise the Benefits

Once you know what the prospect is looking for, you can offer the solution - your product.

If a prospect is interested but undecided, remove any remaining doubts by explaining why your product is ideal.

6.1 Sell the benefits, not the features.

  • Feature: Teflon coating on saucepan.

6.2 Match benefits to the prospect's needs.

  • 'As you hate gardening, I'm sure you will appreciate the paved back garden.'

6.3 Quantify the benefits.

  • 'Insulating the loft would save you £75 a year. It will pay for itself in three years.'

6.4 Produce evidence to back up your claims.

  • Photos, cuttings, research reports and testimonials all help to reinforce the point.

6.5 Mention customers and their comments.

  • 'Customers tell me our umbrellas last longer because they are so well-made.'

6.6 Be prepared to discuss rival products, but provide proof of the advantages you offer.

  • For example, 'Independent studies prove we can give you lower lifetime running costs.'
  • Under the Business Protection from Unfair Trading Regulations it is an offence for businesses to advertise in a way that: compares products or materials that are not designed for the same purpose; confuses traders as to the advertiser and the competitor; or presents imitations of products bearing a trade mark.
BHP Infosolutions

Labels: Increase Sales

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