Sell………..not tell……Pleeease?

Stop spouting the features and sell the benefits!

this post was written by Anita-Clare Field

One of the key issues with sales people aside from their issues with listening,

asking appropriate and effective questions is their inability to sell… when I say that, it doesn’t mean I don’t believe they get results, it means they could get increased results if they just sold their products and services rather than tell their potential clients about them…

All that happens in the main during these conversations is that the ‘client’ switches off and the only thoughts going through their mind are ‘SO WHAT?’ time and again in training sessions I stress the importance selling benefits and not just reeling off a string of facts. What is it? Why does there seem to be this strange mystical enigma about doing something that will effectively win more business,  quickly and more effectively?

We are taught, if using DIPADA the phrase ‘ which means that’ which in my humble opinion is labouring the point, however, we do need to ‘ sell the sizzle and not the sausage’ to coin an old hackneyed marketing phrase.

Benefits should satisfy the needs and wants of your client, not your ability to wax lyrical about the features of  your product or service.

So…with this in mind:

So What?

So what?

1.Always begin with a linking statement, referring to an occasion where you have identified a need which matches oneof your products USPs.

2. Give relevant detail about your product or service, matching your clients specific needs.

3. Illustrate  to the client the results that might be had from buying your product or service by building desire.

Other factors to take into consideration:

§  Always remember the USPs that differentiate your product or service from those of your competitors

§  Do not ‘slate’ your competitors, sell on your product or services strengths and not on the weakness’ of the competition.

§  Be confident and have belief in what you are selling

§  Don’t oversell or make too many ‘creative’ statements.

§  Avoid using negative language – ‘It will’ sounds much better than ‘ It might’

§  Don’t force your opinions on the client, your product or service will sell itself.

Ensure that you ask questions, to gauge how interested the client is in buying your product or service. If the client agrees with what you have asked then, the more confident they will be in you and what you are selling. Ask for commitment after each selling point you propose.

Finally, remember to have your facts to hand, sometimes clients will ask for proof and you must be able to substantiate what you have said.  Make sure you know your stuff and if you don’t, don’t be afraid to say so – find out the information the client needs and call them back – do not make it up just to get the ord

Written by Anita-Clare Field

4 Responses to “Sell………..not tell……Pleeease?”

  • You are an inspiration! I am going to save this to read before meeting with clients.

    Thanks so much!!!

  • Maybe one of the reasons so many sales people don’t sell well is because they simply lack confidence in the product. All too often I have found sales people are simply going through the motions and seem tired of peddling the wares.

  • Avatar sarah:

    some great points. I was always told to undersell & overdeliver for a client.
    But it is always the benefits – what you can do for the client that they’re interested in, they don’t care about you, just what you can do for them.

  • Good points well made – I would add that a strong testimonial from a client certainly adds weight to a sell too! A wise man (my Dad!) who has a lifetime of purchasing experience told me early on in my sales career never to try and sell using facts without benefits. He called it the “So what?” factor…if a customer can answer with so what you’ve lost their interest.

Leave a Reply

You must be logged in to post a comment.