Selling Benefits 2
How did you do with the benefits exercise I gave you
Chances are you didn't even do it.
And why is that? Because you honestly believe you're
already a master at selling product benefits.
In 21 years of sales training experience and multiple
team exercises, very few salespeople are able to
articulate the difference between features and benefits.
I know, you think you're different. Most of the salespeople
I work with think they're different until I ask them, what
makes you different - and time after time I get the same
slurpy yada, yada, yada.
My passion is to help entrepreneurs and salespeople become
the best you are capable of becoming.
To be the best in sales requires discipline and skills.
Having skills is more important than having experience.
And having both is an exceptional combination.
Presenting benefits is a skill which has to be learned
Good ole Elmer Wheeler probably said it best in 1938,
when he said you have to sell the sizzle not the steak.
And the sizzle of course are the benefits.
Okay I'll quit preaching for a while.
Here's what I'm going to do right now for you. I'm
going to give you four features of a #2 pencil.
Following each feature I'll give you a benefit for that
feature. Remember, I got these from a copywriting
course I'm taking.
1. Feature - The pencil has one end capped with a rubber
Benefit - convenient eraser lets you correct writing
errors cleanly and quickly.
2. Feature - The eraser is attached with a metal band.
Benefit - tight-fitting metal band holds eraser snugly
in place - so you'll always have an eraser when you
3. Feature - The pencil is 7 1/2 inches long.
Benefit - long length insures a long writing life.
4. Feature - The pencils are sold by the dozen.
Benefit - sold in a convenient 12-pack so if you lose
one, you don't have to run to the store for another.
Also, more cost-effective for you.
A couple of observations here. The benefits are longer
than the features. They are drawn out with specific
details and allows the sales prospect/customer to get
a clear picture of how he will gain/benefit from your
One of the biggest mistakes, I've observed, is that
salespeople tend to assume the sales prospect/customer
knows what the benefits are. Well the simple truth
is he doesn't know what the benefits are.
The only way your sales prospect/customer will know
what the benefits are, is if you clearly state them.
The benefits are what people buy. The benefits are
the emotional strings that pull your prospects/customers
closer to you and what you're selling.
Guess what they buy when you fail to offer clearly
You guessed right if you guessed price. Do you ever
wonder why so many of your sales prospects and customers
are pounding you on price?
Every product/service you sell must be wrapped up
with multiple benefits.
Take this litmus test. Pick one of your products and
list four factual statements/features.
Next to each feature list a clearly articulated benefit.
Do this four times.
Then compare your benefits to the benefits listed for
the #2 pencil.
Anyone can state the facts and features of a product.
Not everyone is capable of presenting features and
the benefits of those features to his sales prospects
You may not realize this, but for some salespeople,
I've just taken you to a place you've never been.
As soon as you learn how to sell the "Sizzle" of your
products, your selling results will "Sizzle" too.
source of features benefit exercise:
Michael Masterson's accelerated program for
six figure copywriting - an excellent program
by the way.
Pre-Labor Day Special Sale
It's the end of summer time. I hate to see summer go -
it's nice and quiet down here in Florida without the
Okay - back to business. I put together a 6-pack bundle of my most
What's even better for you is the very special value
pricing - you can now save 52% off the regular price.
This offer is only good until Labor Day - so don't dawdle.
The CD titles say it all.
*** How To Avoid Sounding Pathetic During A Sales Call
*** 35 Ways To Differentiate Yourself From The Competition
*** Closing The Sale
*** Are You Complete To Compete
*** 75 Little Things You Can Do To Grow Your Business
*** How To Sell Anything For List Price
You can now turn driving time into learning time,
which means you can turn some of your down-time into
more productive time.
You can listen to these CDs over and over again so
you can reinforce key selling skills. It also means
you'll learn new skills that you may have missed the
first time you listened to the CDs.
These CDs "Sizzle" with some of my best sales tips and
selling strategies which means you'll develop an edge
over your competition, because they won't know what
This special value pricing
is good only until Labor Day.
Get your package and save 52% cut and paste here:
The second busiest day of the week is someday.
Visit My New Blog
Sales Tips Plus -
almost daily insights into selling.
Sign-up to get my Tweets Here
See Jim's Twitters, rants and raves
plus a whole lot more . . .
9.9.09 at 9 AM
Announcing Jim Meisenheimer's new
Sales Trailblazer V.I.P. Selling Club.
Innovative sales training that . . .
9.9.09 at 9 AM
Return from Selling Benefits 2 to Sales Techniques