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Present features but focus on benefits from "summary" of SPIN® -Selling by Neil Rackham
When it comes to selling, many salespeople make the mistake of only presenting the features of their product or service. They talk about all the bells and whistles, the specifications, and the technical details. While it's important to provide information about the features, what really matters to the customer are the benefits. Features are simply what the product has or does, but benefits explain how those features can solve a problem or meet a need for the customer. In order to effectively sell to customers, you need to present the features of your product or service, but also focus on the benefits that those features provide. This means going beyond just listing off the features and instead explaining how those features can make a difference in the customer's life. For example, instead of just talking about the size and weight of a laptop, you could explain how it's lightweight and portable, making it easy to carry around and work from anywhere. By focusing on the benefits, you can show the customer how your product or service can meet their specific needs and solve their problems. This helps them see the value in what you're offering and makes it more likely that they will make a purchase. Customers want to know how a product or service will make their life easier, more efficient, or more enjoyable. By emphasizing the benefits, you can paint a picture for them of how your offering can improve their situation. When presenting features, always tie them back to the benefits they provide. This helps the customer see the value in what you're offering and makes it more likely that they will be interested in making a purchase. By highlighting the benefits, you can make a stronger case for why the customer should choose your product or service over the competition. Remember, it's not just about what your product does, but how it can make a difference in the customer's life.
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