SALES PROSPECTING TECHNIQUES: TRANSLATING PRODUCT FEATURES INTO CUSTOMER SOLUTIONS


Don't Waste Time With Sales Prospecting Techniques That Don't Focus On Solving Your Prospects' Problems

There are many books, newsletters, articles and tapes out there that will give you very good tips on effective sales prospecting techniques. Some will work well for you whereas others might not fit your sales style or personality.

But one aspect of sales prospecting that you simply must address is translating product features into customer solutions.

Elsewhere, we discussed the difference between features and benefits.

Here’s a quick review:

A feature is an aspect of your product such as its color, size or other option that you can use to describe your product.

A benefit is the translation of your product’s features into advantages that your product or service will give to your prospect if they decide to buy it.

How do you translate features into benefits?

It’s simple.

Just use the powerful phrase – “…so that…” to link the feature to the benefit.

Here’s an example:

Say you are selling a car that has is very well-made – a solid structure that can protect the car’s occupants in the case of a crash.

You don’t simply say: “You might want to check out this car since it is well-made and solid.”

You want to say: “You might want to check out this car. It is well-made and has a solid structure SO THAT in the case of a crash, it will provide maximum protection to your family and especially children who might be in the back seat.”

Do you see the difference?

You have to relate to your prospect through their personal fears and the benefits of your product that will help them avoid those fears from coming true.

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