MYTH: When the Customer Sees the Benefits, They will Buy From You

MYTH: When the customer sees the benefits, they will buy from you.

TRUTH: When the customer understands the benefits, they will buy from you.

“Thoughts always precede actions.”

A frequent complaint from my clients’ salespeople: “I did a feature-benefit analysis but the customer took my ideas and bought from a lower-priced competitor.”

Of course they did! Why not? You taught them the benefits of having your product or service and then they shopped for a lower-priced version. Doing a simple feature-benefit analysis is actually a part of commodity selling (selling on price) and not Value-Added Selling.

Two additional steps are needed when using a feature-benefit analysis to make a sale.

1 – The feature benefit (F-B) analysis cannot stop with just the benefits. It must extend to a F-B-S-P analysis followed by a qualified and quantified cost justification. The Benefit of the Feature must address a specific Problem this particular customer is currently facing and offer a Solution to that problem.

FEATURE – BENEFIT – SOLUTION – PROBLEM

“This Feature has the following Benefit that will provide a Solution to the Problem we have identified.”

You would uncover the problem during your needs analysis.

2 – Then, your solution must be quantified in terms that are meaningful to the specific customer. Many customers are looking for an ROI, of course; but often you can quantify the value of your product or service in other ways. For instance, can you reduce the number of man-hours your customers are spending? Can you reduce their inventory costs? Can you give them a competitive edge over their competitors? Can you do a combination of these?

Summary

Only mention the Benefits that are most relevant to the customer’s immediate need. There is no need to dazzle them with ALL of your features and benefits; there will be time for that later.

Quantify the value of your solution based on

  • the cost of the customer’s problem
  • the criteria the customer wants you to use

“The single, most important function of sales is to teach.” – Chuckism #12 

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By |2018-10-02T16:05:41+00:00August 21st, 2018|Categories: Sales Myths|0 Comments