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Chapter Twenty One: Features and Benefits|Chapter Twenty One: Features and Benefits
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CARDINAL RULE: A customer is interested in the benefits of the product and not in the features.|CARDINAL RULE: A customer is interested in the benefits of the product and not in the features.
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TURNING A FEATURE INTO A BENEFIT - ‘WHAT IT MEANS TO YOU IS...’|TURNING A FEATURE INTO A BENEFIT - ‘WHAT IT MEANS TO YOU IS...’
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The biggest mistake that most salespeople make is that they take their product with a bag full of literature, overwhelm the prospect|The biggest mistake that most salespeople make is that they take their product with a bag full of literature, overwhelm the prospect
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and start talking about the features.|and start talking about the features.
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These people are peddling, not selling. A professional knows how to sell a benefit or how to convert a feature into a benefit.|These people are peddling, not selling. A professional knows how to sell a benefit or how to convert a feature into a benefit.
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This phrase is very important: “What it means to you is...’|This phrase is very important: “What it means to you is...’
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One. The car’s tyre size is X or this car is equipped with power brakes and ABS.|One. The car’s tyre size is X or this car is equipped with power brakes and ABS.
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‘What it means to you is that when you are driving on the highway it will give you tremendous safety.’|‘What it means to you is that when you are driving on the highway it will give you tremendous safety.’
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Here, the salesperson is giving the benefit of safety.|Here, the salesperson is giving the benefit of safety.
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Two. When he talks of upholstery or heavy-duty shock absorbers, he says,|Two. When he talks of upholstery or heavy-duty shock absorbers, he says,
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‘What it means to you is a comfortable drive and when you get out of the car, you will feel fresh.’ Three.|‘What it means to you is a comfortable drive and when you get out of the car, you will feel fresh.’ Three.
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Untrained computer salespeople sell the technicalities which people often don’t understand.|Untrained computer salespeople sell the technicalities which people often don’t understand.
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More sales would have taken place if they just told the potential customer how the additional speed|More sales would have taken place if they just told the potential customer how the additional speed
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translates into a saving for him.|translates into a saving for him.
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“The thirty per cent faster speed means twenty per cent saving, which means an additional profit of five per cent, a result of greater output for the same cost.’|“The thirty per cent faster speed means twenty per cent saving, which means an additional profit of five per cent, a result of greater output for the same cos...
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Four. A good sales professional selling trousers asks a customer, ‘Do you travel quite a bit?|Four. A good sales professional selling trousers asks a customer, ‘Do you travel quite a bit?
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If so, this trouser is wrinkle-free what this means to you is|If so, this trouser is wrinkle-free what this means to you is
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that even after a whole day of travel, it will remain uncreased and it will appear as if you are wearing a fresh pair.’ Five.|that even after a whole day of travel, it will remain uncreased and it will appear as if you are wearing a fresh pair.’ Five.
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Stock brokers/real estate agents help people make money. (At least, so they claim.)|Stock brokers/real estate agents help people make money. (At least, so they claim.)
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Six. Insurance agents provide savings and security.|Six. Insurance agents provide savings and security.
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Seven. A faster new photocopier saves time, increases productivity/ profitability|Seven. A faster new photocopier saves time, increases productivity/ profitability
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and cuts cost.|and cuts cost.
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contents, specifications, packaging, etc.|contents, specifications, packaging, etc.
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Features describe a product they don’t explain a benefit.|Features describe a product they don’t explain a benefit.
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They buy benefits.|They buy benefits.
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Some examples of features and benefits are as follows: Feature:|Some examples of features and benefits are as follows: Feature:
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Online service, Over the phone service, Less power consumption.|Online service, Over the phone service, Less power consumption.
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Convenience/Gives pleasure|Convenience/Gives pleasure
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Safety/ Security|Safety/ Security
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A good sales professional will always tie the benefit to a specific need of the customer which is called|A good sales professional will always tie the benefit to a specific need of the customer which is called
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‘personalization and value addition’.The resulting positive advantage of a feature becomes a benefit.|‘personalization and value addition’.The resulting positive advantage of a feature becomes a benefit.
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A beautiful glass door is a feature. How do you translate it into a benefit?|A beautiful glass door is a feature. How do you translate it into a benefit?
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It gives an open look.|It gives an open look.
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The visibility attracts people and increases traffic resulting in increased sales and profitability goes up.|The visibility attracts people and increases traffic resulting in increased sales and profitability goes up.
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In today’s competitive world, most companies can match features but the biggest differentiating factor is the people behind the company,|In today’s competitive world, most companies can match features but the biggest differentiating factor is the people behind the company,
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starting from the salesperson.|starting from the salesperson.
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The best company or product will be rejected if the salesperson does not build a level of comfort in the buyer.|The best company or product will be rejected if the salesperson does not build a level of comfort in the buyer.
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First, the potential customer buys the salesperson, then the product and company.|First, the potential customer buys the salesperson, then the product and company.
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There are only two motivating factors for people to buy: One. Hither to gain a profit or to avoid a loss.|There are only two motivating factors for people to buy: One. Hither to gain a profit or to avoid a loss.
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Two. Either to gain a pleasure|Two. Either to gain a pleasure
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or to avoid a pain.|or to avoid a pain.
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These two can be further divided into increased productivity, profitability, convenience, security,|These two can be further divided into increased productivity, profitability, convenience, security,
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peace of mind, savings, status, etc.|peace of mind, savings, status, etc.
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Just as beauty lies in the eyes of the beholder, similarly, a benefit only becomes a benefit|Just as beauty lies in the eyes of the beholder, similarly, a benefit only becomes a benefit
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when the customer perceives it as such.|when the customer perceives it as such.
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Lead-free paint is a feature whereas good health or healthy living is a benefit.|Lead-free paint is a feature whereas good health or healthy living is a benefit.
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Product or Service, Life Insurance, the gain, Peace of mind and security.|Product or Service, Life Insurance, the gain, Peace of mind and security.
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A BENEFIT OPENER - APPROACH|A BENEFIT OPENER - APPROACH
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Would you have a minute to talk?|Would you have a minute to talk?
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We sent you an invitation for a book launch - did you receive it? Either he would say. ‘Yes I’ve received it and please block a seat for me,’|We sent you an invitation for a book launch - did you receive it? Either he would say. ‘Yes I’ve received it and please block a seat for me,’
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or ‘I can’t recall.’|or ‘I can’t recall.’
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Mr. Prospect, since we have not received an RSVP, I am calling to ensure that we hold a seat for you.’|Mr. Prospect, since we have not received an RSVP, I am calling to ensure that we hold a seat for you.’
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Just analyze the above conversation the sales professional brings out the benefit and that the prospect should not lose out on an opportunity.|Just analyze the above conversation the sales professional brings out the benefit and that the prospect should not lose out on an opportunity.
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He did not ask or request the prospect to come and attend.|He did not ask or request the prospect to come and attend.
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In other words, what is he doing? Is he selling a benefit to provide a gain or avoid pain?|In other words, what is he doing? Is he selling a benefit to provide a gain or avoid pain?
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At the same time, he made it easy for the prospect to make a commitment to attend the launch.|At the same time, he made it easy for the prospect to make a commitment to attend the launch.
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However, he does not stop there he ensures the prospect’s attendance by saying,|However, he does not stop there he ensures the prospect’s attendance by saying,
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‘I shall hold a seat for you and would request that you kindly make a note in your calendar.’|‘I shall hold a seat for you and would request that you kindly make a note in your calendar.’
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he would also send a mail for confirming the same.|he would also send a mail for confirming the same.
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Does this guarantee that the prospect will be there? The answer is no. Does it increase the probability of his being there - the answer is YES.|Does this guarantee that the prospect will be there? The answer is no. Does it increase the probability of his being there - the answer is YES.
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REMEMBER Always Sell the Sizzle,|REMEMBER Always Sell the Sizzle,
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Not the Steak!|Not the Steak!
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Chapter Twenty-two: ABC of Selling:|Chapter Twenty-two: ABC of Selling:
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CARDINAL RULE: Always do your due diligence for everything in life.|CARDINAL RULE: Always do your due diligence for everything in life.
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ABC stands for ALWAYS BE CLOSING. It is a good philosophy to practice, provided you have earned the right to close.|ABC stands for ALWAYS BE CLOSING. It is a good philosophy to practice, provided you have earned the right to close.
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What gives you the right to close?|What gives you the right to close?
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Ask yourself, if you have established rapport, got mutual agreement and acceptance on needs and solutions.|Ask yourself, if you have established rapport, got mutual agreement and acceptance on needs and solutions.
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Timing is crucial knowing when to close is like baking a cake.|Timing is crucial knowing when to close is like baking a cake.
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Taking it out too soon could leave the cake uncooked and baking it too long could burn it.|Taking it out too soon could leave the cake uncooked and baking it too long could burn it.
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In trying to close too soon or too late, you may lose out an opportunity that you may never get again recognizing the most appropriate timing to close is intuitive and comes from experience.|In trying to close too soon or too late, you may lose out an opportunity that you may never get again recognizing the most approp...
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SALES PRESENTATIONS: When a prospect asks a question, many times it may be a good idea to rephrase and repeat the question.|SALES PRESENTATIONS: When a prospect asks a question, many times it may be a good idea to rephrase and repeat the question.
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This is because It gives the salesperson time to think and fully understand the question.|This is because It gives the salesperson time to think and fully understand the question.
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By rephrasing the question, he clarifies the real issue.|By rephrasing the question, he clarifies the real issue.
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By crystallizing and reconfirming, it shows that he actually understood the concern of the prospect.|By crystallizing and reconfirming, it shows that he actually understood the concern of the prospect.
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If the prospect’s question does not carry substance and has some level of irrelevance,|If the prospect’s question does not carry substance and has some level of irrelevance,
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Chances are the prospect would recognize it and probably withdraw the objection by saying, ‘Forget it.’|Chances are the prospect would recognize it and probably withdraw the objection by saying, ‘Forget it.’
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If the prospect asks, ‘How many colors does it come in?’|If the prospect asks, ‘How many colors does it come in?’
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A good professional would say, ‘It comes in three colors - red, blue and green and blue happens to be the most desired and popular one.|A good professional would say, ‘It comes in three colors - red, blue and green and blue happens to be the most desired and popular one.
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Which would you prefer — the blue, the red or the green?’ Again, if you notice, it ends by the salesperson asking for the order.|Which would you prefer — the blue, the red or the green?’ Again, if you notice, it ends by the salesperson asking for the order.
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As another example, the prospect asks what size/capacity the product comes in.|As another example, the prospect asks what size/capacity the product comes in.
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Rather than just giving all the sizes, a good professional will always end the answer with a trial close for instance,|Rather than just giving all the sizes, a good professional will always end the answer with a trial close for instance,
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‘It comes in small, medium, large and extra large.|‘It comes in small, medium, large and extra large.
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In case your prospect asks for something that you do not offer or sell|In case your prospect asks for something that you do not offer or sell
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(any allied products), one can always say, ‘We do not carry that product as part of our business, but we have a business partner who does.’|(any allied products), one can always say, ‘We do not carry that product as part of our business, but we have a business partner who does.’
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You notice that the ending is not negative or ‘no’.|You notice that the ending is not negative or ‘no’.
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Do not make a false promise. If you do not have an allied partner, do not lie.|Do not make a false promise. If you do not have an allied partner, do not lie.
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The right thing then would be to say, ‘I am sorry, we do not carry that particular item, but here are some alternatives I can suggest.’|The right thing then would be to say, ‘I am sorry, we do not carry that particular item, but here are some alternatives I can suggest.’
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‘Sorry, we ran out of this item,’ and stop;|‘Sorry, we ran out of this item,’ and stop;
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Rather, he says, ‘I am sorry we have run out of this item, but I could offer you two other, very similar choices, which are our speciality.|Rather, he says, ‘I am sorry we have run out of this item, but I could offer you two other, very similar choices, which are our speciality.
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Which one would you prefer, this or the other?’ Evaluate the conversation - is the server telling the truth?|Which one would you prefer, this or the other?’ Evaluate the conversation - is the server telling the truth?
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The answer is yes. Should he have stopped after saying, ‘No, we have run out of it’? The answer is no.|The answer is yes. Should he have stopped after saying, ‘No, we have run out of it’? The answer is no.
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By giving the customer an additional two choices, is he doing something wrong?|By giving the customer an additional two choices, is he doing something wrong?
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Is he being dishonest, or manipulating them or forcing them to buy? No.|Is he being dishonest, or manipulating them or forcing them to buy? No.
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Similarly, does a salesperson have an obligation to:|Similarly, does a salesperson have an obligation to:
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(a) the customer to offer the opportunity to make a positive choice, and (b)|(a) the customer to offer the opportunity to make a positive choice, and (b)
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his organization, by offering to sell in an honest manner by enhancing the company’s sale?|his organization, by offering to sell in an honest manner by enhancing the company’s sale?
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Is he doing the right job for his company? A call came to our office asking for our book and the response from one of the staff members was...|Is he doing the right job for his company? A call came to our office asking for our book and the response from one of the staff members was...
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The book is an international bestseller I am sure you'd find it.”|The book is an international bestseller I am sure you'd find it.”
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And that was pretty much the end of the conversation.|And that was pretty much the end of the conversation.
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