Don’t Mention The Product Benefits!

There is a common misconception that in order to be successful in sales you just need to be really good at explaining your product benefits or service to prospective customers.

I recently spent some time with a senior buyer of a large multinational organisation. He said…

“If another sales person rattles off  their product benefits

I am going to kick them out of the room!”

Understanding how your product or service can benefit customers is one thing. However, anyone can get that information from your website or marketing literature.

A product benefit is only a benefit if it addresses a customer’s pre-stated need.

If you can’t link your benefit to something the customer has told you, then it’s not relevant.