Have you noticed buyers just don’t seem to trust salespeople anymore? What are you doing to help your reps increase their importance and validity to their buyers?
What impacts and impresses a customer continues to evolve. Most reps still lead their selling efforts by promoting the features of their products or services. How many of your people were taught the “Feature-Benefit” approach to selling?
Most sell by saying “A feature of this pen is the cap fits on the base. The benefit to you is it will improve the quality of the handwriting as demonstrated here.”
But you’re leading with your product! You’re talking about your own stuff. Customers don’t care about your stuff. They only care about their stuff.
How about saying “A benefit of buying this pen is it’s going to improve the quality of your presenter’s handwriting…because the cap fits on the base.” This reversal to a “Benefits then features” style of selling is a much more persuasive approach to selling because it focuses more on your customer than on yourself.
Think your sales reps might be able to focus more on their customers and the benefits they can receive buying from you?
Today’s video talks about this more persuasive approach to selling by reversing how you explain your features and benefits to a buyer. Because when we become more persuasive…we tend to sell even more!