Tuesday, June 7, 2011

"Which means ..."

What is the difference between "features" and "benefits"? That's a topic usually covered in "Sales 101", right?

Unfortunately, many of us in sales never really quite master the art of turning a feature into a benefit to help a customer buy our products, goods, or services.

We say things like: "This car has a V-8 engine. You'll love it."

Or, "These bedsheets have 330 threads per inch, while most have only 180."

It's an easy trap to fall into.

Here's a way to break out:

At the end of each sales statement you make, just add the words -- "which means ..." -- and then tell your prospect what that feature means to them. They won't know it's importance otherwise.

So, here's how it looks in real life:

"This car has a V-8 engine ... which means ... it will last longer because it doesn't have to work as hard as a smaller engine. What's more -- you'll have the power you need to pass in traffic or to keep up with highway speeds on a long trip. Most importantly, you'll have the acceleration you need to get out of the way of a traffic accident before it happens."

Or ...

"These sheets have 330 threads per inch ... which means ... they will feel much softer on your skin and last much longer than the sheets with only 180 threads per inch."

See how that works?

If you can add that little phase -- "which means ..." -- into your sales presentation, you'll find your customer will hear what you are saying because you will be speaking his language and answering his most important question: "What's in it for me?"

Good Selling!

:)  Dana

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