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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.
Labels: Increase Sales