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. Benefit: 'To wash it up, just wipe it.'
• Feature: High-speed printer mechanism. Benefit: 'It will improve productivity in the office.'

6.2 Match benefits to the prospect's needs.

• 'As you hate gardening, I'm sure you will appreciate the paved back garden - no lawn to mow if you buy this house.'

6.3 Quantify the benefits.

• 'Insulating the loft would save you £500 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.

• 'Independent studies prove we can give you lower lifetime running costs.'