reason the customer will buy.
For example, if you were selling a flat-screen television that hangs on the
wall, you could say, “Because of this flat screen [product feature], you can see
from every angle [product benefit], which means that
you can turn your living
room into a theater for your family and friends [customer benefit].
List every feature and benefit of your product or service, and then write out
both types of presentation. Show what it is, tell what it does, and then ask for
feedback or approval.
Explain the product feature, the benefit of that feature for
the product, and then the benefit to the customer of both. You will be amazed at
how much more persuasive your presentations become.
What Your Product Does
There are two different approaches to presenting
any product or service, one
used by the professionals and the second used by amateurs. The first approach,
used by highly paid professionals, is to focus on what the product “does.” The
second approach,
used by low-paid amateurs, is to focus on what the product
“is.”
In reality, all the customer cares about is what the product
does, what’s in it
for him. In selling to businesses, the primary reason
that anyone buys anything is
to either make or save time or money. These are the answers to what your
product or service “does.” When you speak to businesspeople, they are only
concerned
with the end result, the direct, measurable outcome that they will get
from giving you money for your product or service.
