Sales Myth #1: "Sell The Benefits"

People do not buy features and benefits they buy a solution that satisfies a need. If that is too shallow then give it some thought.

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That's right. But the question is, what to present in the call.

Experts don't like being confronted with shallow sounding advantages/benefits, they prefer features because they don't sound so manipulative.

On the other hand laymen prefer hearing about benefits because they usually can't make the connection from features to their needs being statisfied on their own.

It is the benefit that provides the solution, so i don't understand where all this "benefit hate" is coming from.

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When you make your presentation to the prospect, you simply show them WHAT the solution to their problem will look like, nothing more. Only those items that specifically relate to 'resolving the problem' are discussed.

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A feature's benefit is tied to a desired result - It will do what I want it to do / reduce waste by 30% - but that desire result may only be a piece of the solution that the customer believes will achieve his or her ultimate outcome.

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If a tree falls in a forest and no one is around to hear it, does it make a sound? Can benefits exist without being perceived by a buyer? Hmmm...

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