Selling benefits, not products.

What is your brand essence from a customer’s perspective?

When selling anything, it’s important to remember people do not buy the physical elements of a service; they buy the intangible benefits they receive from the outcomes. They buy what your services will do for them, not you.

Know that sales deliver revenue, which fixes most problems in any organisation. In uncertain times, effective sales strategies outlining your benefits may be the best way to emerge more robust than before.

Whether you know it or not, your prospective customers have a desire deep in their hearts. A desire they’re sure is impossible or at least highly improbable, but they still want it with every fibre of their being.

So what if you could be the person who gave it to them? Can you imagine how happy they would be? How much would they appreciate and be excited to work with you? And would they tell everyone they know? Well, this doesn’t have to be an imaginary scenario.

Most products and services combine tangible and intangible elements. Buyers generally do not buy the tangible elements; they buy the intangible benefits they will receive.

You will become more successful as a salesperson when you stop selling features and begin selling the benefits. One way to distinguish the benefits is to put yourself in the place of the prospective buyer and ask yourself, “So what”? or “Would it pass the pub test”? Then, communicate those benefits in your marketing materials. Here is an example:

• Feature: The tractor has an automatic gearbox.
• Advantage: It changes gears automatically depending on the workload.?
• Benefit: It delivers outcomes, saves time and frustration .

Ever wonder why some organisations attract perfect customers while others struggle with tire-kickers and people they don’t like working with?

Here’s the game-changing insight. It’s not about better features or a better price; while they are essential, they are not the primary driver of a buying decision.

Most organisations try to be vague to attract everyone. But that approach attracts no one. By clearly outlining the benefits, you will attract more buyers. Even those who don’t match your description of a perfect customer will still reach out.

Quotable quotes.

“You want to improve your sales, cut all the fluffy stuff and get to the point”. Peter Sergeant

“While you might think you can see the light at the end of the sales campaign, it could be someone with a torch wanting you to do more mundane tasks”. Peter Sergeant