Focus on the benefits

Clearly communicate to customers how they will benefit from your product or service. Too many sales people focus on the features of their product such as, ‘the car has 4 air bags’ or ‘the paint does not have a scent’.

Simply telling the customer about the features means they have to work out for themselves how that features is going to benefit them.

As a sales person (or business) your job is to make the decision making process as easy as possible for the customer, you must explain the benefits and the features to the customer. For example, this car has 4 air bags which means you and your passenger are maximum protection if a collision occurs’ or ‘this paint does not have a scent so you can re-paint your retail shop overnight and you can open to trade the very next day, so you do not have to lose trading hours waiting for the smell of paint to disappear’.

A customer/buyer is always thinking ‘what is in it for me’. Make sure you understand the features of what you are selling and clearly communicate to customers how your product or service is going to benefit them.

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