Sales Myth #1: "Sell The Benefits"

Here is a scenario.....I need a car because my car is running up expenses with costly repairs as it gets older and is not reliable. Lots of dealers can sell me a car with 'different benefits and features'....I will find the one that solves my problem the best way for me. They all will have F&B's, only one gets my business, which in the end will solve the problem "I" have.

So Paulette, then you're saying it isn't possible for a customer to buy a product's benefits, and at the same time buy a "solution to a problem" is that correct?

What I am saying, is that I train a selling system that focuses on 'solving the problems that a prospect has, so they believe they have found the best solution for their needs'. That is the selling strategy of Sandler Training.

You may not want it to sound that way, and if your way works for you and your clients that is fine.

Small to large companies have been utilizing the Sandler Training strategy for many years.

I don't focus on the benefits or features, but rather on solving the company's problem and what it will take to 'solve the problem'. The presentation or fulfillment, will take care of the rest.

Quote:

Originally Posted by Paulette Halpern

I don't focus on the benefits or features, but rather on solving the company's problem and what it will take to 'solve the problem'. The presentation or fulfillment, will take care of the rest.

This looks like an excellent approach Paulette.

I listened to the video and what Grant was saying made sense to me. It sounded like he was talking about selling general benefits like everyone else not specific benefits unique to the customer.

The goal is to 'close' the sale. People like to feel that their needs are being met in a 'customized' solution, rather than an 'off the shelve' solution.

That is how you set yourself apart from the competition who is also trying to land that client. If you sound like your competitors, then the only differentiator is 'price'.

Quote:

Originally Posted by Skip Anderson

2. Isn't it a product's benefit that provides the solution?

This is a tough one.

I've seen people use a dime as a screwdriver to get into a file cabinet but I don't think of that as a 'feature' of the dime but it was a solution to the problem.

Thomas,

The FEATURE of the dime is that it's thin. The benefit is that it will tighten screws.

This is useless info in selling, however, unless you have identified prospects who needed a dime to screw in screws!

Quote:

Originally Posted by Paulette Halpern

What I am saying, is that I train a selling system that focuses on 'solving the problems that a prospect has, so they believe they have found the best solution for their needs'. That is the selling strategy of Sandler Training.

You may not want it to sound that way, and if your way works for you and your clients that is fine.

Small to large companies have been utilizing the Sandler Training strategy for many years.

I don't focus on the benefits or features, but rather on solving the company's problem and what it will take to 'solve the problem'. The presentation or fulfillment, will take care of the rest.

Paulette, why won't you answer any of my simple questions? I know you want to promote your Sandler franchise, and that's fine, but I think it's fair for me to ask you these simple questions based upon your responses in this thread. But you won't answer them. How come?

Quote:

Originally Posted by Skip Anderson

Thomas,

The FEATURE of the dime is that it's thin. The benefit is that it will tighten screws.

This is useless info in selling, however, unless you have identified prospects who needed a dime to screw in screws!

I messed up feature and benefit.

I do see how selling "benefits" without knowing what problem someone is trying to solve would look like overselling, cause objections and make you sound like everyone else who was doing the same thing.

Quote:

Originally Posted by Thomas

I do see how selling "benefits" without knowing what problem someone is trying to solve would look like overselling, cause objections and make you sound like everyone else who was doing the same thing.

Absolutely, Thomas, I agree. Spewing product or technical information is a waste of time and can ruin a sales opportunity. Personally, I'm a huge believer in selling to needs.

But imo, that doesn't mean that as sales pros we shouldn't present features and corresponding benefits to our prospects during the presentation phase of the sales process. People buy for the benefit it brings to their lives...and that benefit is dependent upon the specific prospect's needs.

Sales Myth #1: "Sell The Benefits"

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