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Secondly, take into account the buying motives of the customer. Remember, these can vary and influence decisions. • Thirdly, remember that selling features alone is pointless and sounds expensive unless backed up by the benefits. • Fourthly, benefits only exist where they are relevant to the particular customer to whom you are selling. SOURCES OF BENEFITS All these aspects of products, services, company and staff can produce benefits to customers: • Products – delivery, workmanship, mobility, design, operation, stocks, components, credit, packaging, appearance.
Switchboard operators are usually only too pleased to give help with names and titles. If you don’t 32 Be a Great Salesperson know how to pronounce a second name, the person concerned will appreciate you saying so. ’ can also prove a useful ice-breaker. If you use a person’s name it will make the sales meeting more friendly and less stiffly formal. Everyone likes to hear their own name, but don’t overdo it. Never use the prospect’s first name unless invited to do so. But when you introduce yourself, give both your first name and second name, so that the prospect can address you by whichever they prefer – aren’t business cards wonderful!
So: • List all particular features of the product or service. • Describe all the general features of the backup services available. • Translate these into benefits under each heading of ENSCADE, expressing them in terms of what’s in it for the customer. Selling Benefits 55 • Commit these benefits to memory. • Identify which aspects of ENSCADE will be of prime interest to the customer. • Express all the benefits you have remembered under the appropriate headings. EXAMPLES OF BENEFITS One feature of a product or service can be expressed as several benefits.
Be a Great Salesperson: Powerful Techniques to Make That Sale and Boost Your Career by Richard Hession