Sales Myth #1: "Sell The Benefits"

Wow! What an excruciating effort to define the concept "benefit".

Here's a thought which I haven't picked up on thru the thread, how can it be an "assumed" benefit? For something to be a "benefit", the SR needs to know something about the prospect's specific needs. "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." Different features perhaps but without understanding your specific situation, (without probing specifically) what different benefits are imaginable? I've walked onto the car lot and been accosted by SRs flogging a 2-seater but with 2 kids, that simply was not on-the-table.

As you probe, you uncover myriad topics which are juggled until you get to a point of clarity. Typically what has happened is you've uncovered benefits of your offering. "Benefit: a sufficiently positive advantage/improvement to be acknowledged by your prospect."

At this stage, (if you're SPIN-trained) loop back to find more situational details, problems, implications, etc. Or, you begin to direct the discussion towards uncovering more appealing benefits of your offering (not a "features spray"). Once you've gained a comfort level that you have sufficient to rationalize the sale, you re-cap the agreed upon benefits and work towards the close.

KEY: It's NOT always needs, problems, or pain which are the foundation for a decision to buy. If you're an astute SSR, you'll recognize opportunities which imply meaningful advantages for your offering (massive ROI, future business direction, competitive edge for your prospect, etc.). These topics might not have been on the horizon ...

Good luck & Good selling!
Pat

Interesting thread.
I must admit that in my last company we always talked about solving customers problems. Even Tommy Hopkins often refers to sales people as PPS = Professional Problem Solvers, but I think he is also referring to the logistics of deliveries etc.
I must also say that when I am selling, I am always asking myself "what's in it for them" and the answer to that question is not always a problem. The answer could be to dominate the market which could create a whole string of other problems, albeit good problems.
Something said earlier in this thread reminded me of a famous old marketing saying "sell the sizzle and not the steak" and that is often the ultimate benefit, the customer feeling good.
That's my two pence worth.
Greg
(PS I'm a newbie)

WOW

First off Skip, you're like Jesus... hands down I've loved every since word you've typed in this room and I think you're spot on.

The only other thing I can really add is that people who aren't selling the benefits of their product, aren't discovering what the customer values and thus limiting their pool of prospective customers.

Using the knife salesperson as an example, if throughout the discovering process that the customer doesn't eat steak, a good sales person will reframe their product to benefit the customer. Every product has more then one use.

Sell solutions because customers buy solutions not benefits. Benefits don't always translate to solutions in the mind of the prospect so you'll want to demonstrate to the customer how the benefits of your product will satisfy their needs.

Quote:

Originally Posted by Bulldog

Sell solutions because customers buy solutions not benefits. Benefits don't always translate to solutions in the mind of the prospect so you'll want to demonstrate to the customer how the benefits of your product will satisfy their needs.

BD, Skip asked this earlier and I wonder what you think... isn't it a product's benefit that provides the solution?

Quote:

Originally Posted by OUTSource Sales

Here's a thought which I haven't picked up on thru the thread, how can it be an "assumed" benefit? For something to be a "benefit", the SR needs to know something about the prospect's specific needs.

I posted a few excerpts from SPIN Selling: What's a Benefit? - Which Definition Is Right? - How Important Is the Difference?

Grant Leboff Snipes from the Weeds re. Selling Benefits

Quote:

Originally Posted by Thomas

BD, Skip asked this earlier and I wonder what you think... isn't it a product's benefit that provides the solution?

Yes, if the customer sees the product's benefit as the best solution for them.

Quote:

Originally Posted by Bulldog

Yes, if the customer sees the product's benefit as the best solution for them.

Isn't the point of a sales person to show how a products feature will benefit them?

Quote:

Originally Posted by MrCharisma

Isn't the point of a sales person to show how a products feature will benefit them?

It depends upon your perspective. There is a term, probably still used by some...."dog and pony show". That expression discribes all the 'show and tell' a person could do in his presentation to show the prospect how good his product could be for him.

No one likes to be 'sold', but people do have a 'need' for products and services that solve problems or resolve issues they have. The goal of a representative of a company in talking with a prospect is to get the prospect to believe that they can solve their problem better than someone else (or doing it in house themselves). Get the order and go to the bank.

It is important to have all the product knowledge you can about your service/product and your competitors. It gives you all the confidence in the world, but giving your product knowledge 'too early' in your conversations with prospects doesn't help you get the deal. It can instead, turn you into helping the competition get the business.

Quote:

Originally Posted by Bulldog

Yes, if the customer sees the product's benefit as the best solution for them.

I think I understand. Thanks.

Sales Myth #1: "Sell The Benefits"

Sales Forum