“I’m a salesperson. That’s what I do!”
Yes, it is, and yes, you do. My question to all of you out there is, IN THE SAME TIMEFRAME, WOULD YOU LIKE TO DO BETTER? If yes, keep reading.
Most sales reps I’ve dealt with tend to get caught up in the FEATURES of a thing.
I need a Key. Feature For what purpose?
So I can lock my door of course. Advantage And why do you feel you need to lock your door?
Well, obviously so I can feel safe and secure! Benefit. Done.
The Key, is simply a means to an end. To operate the Lock. Which in turn, is simply a means to an end. To feel safe and secure, is the actual goal. It’s the reason Bob is shopping for a key in the 1st place.
There is an age-old concept that says, “People HATE to be sold, but LOVE to buy.” For the most part, I’ve found this to be true not only with myself, but most of my clients.
Let’s talk about what people (in general) want/like to buy.
The article “Don’t sell me things” is attributed to a Sears and Roebucks Sales program back in the 1940… It’s still relevant today. An adaptation reads:
- Don’t sell me things.
- Don’t sell me clothes, sell me neat appearance, style, attractiveness.
- Don’t sell me shoes, sell me foot comfort and the pleasure of walking in the open air.
- Don’t sell me furniture, sell me a home that has comfort, cleanliness and contentment.
- Don’t sell me books, sell me pleasant hours in the profits of knowledge.
- Don’t sell me toys, sell me playthings to make my children happy.
- Don’t sell me tools, sell me the pleasure and profit of making fine things.
- Don’t sell me tires, sell me freedom from worry and low cost per mile.
- Don’t sell me ploughs, sell me green fields of waving wheat.
- Don’t sell me things. Sell me ideas, feelings, self-respect, home life and happiness.
This concept seems to elude most sales reps I’ve dealt with. But it can make the difference of countless dollars in your income throughout your career.
Again, in general, people buy benefits. NOT the Feature nor the Advantage. Some exceptions exist as in most everything.
NOTE: the items highlighted in Yellow are either Features or Advantages. The items in Green are Benefits that are derived from them. Typically, Benefits will be an intangible, like feelings, emotions, etc.
Let’s use the 1st example as an illustration here.
Because of: New clothes, (The Feature)
You Can: Have a neat appearance, look stylish, and attractive, (The Advantage/s of the Feature)
Which means: You will feel great being seen in and wearing the clothes in public! (The Benefit/s of the advantage/s)
You will find that once you really “get” the Benefits part
of, but what does that mean to me personally? What’s in it for me personally? You will find better, quicker and a more solid “buy-in” from your prospective clients. You just might find the “Close” easier as well!
What have you got to lose? Do some role-play and get the concept down!
You can do it!
Sales a la Carte – Just the help you need, and nothing you don’t.
