What Are You Selling?

There is an old saying that goes “Customers buy benefits not features.” This is true for tangible products and especially true for those selling services. The first test is deciding what your service has that is of interest to your customers. If you said, “access to a great network of competent journeymen, 30 years experience, 24-hour accessibility, customized solutions or government or industry compliance,” you are left with the questions: “How can I bring these features to life?” However, when you approach your product and ask what you really sell from your customers’ point of view you have important clues to creating a powerful selling presentation. Let’s take this same list and look at it from another point of view:

 

 

 

Focus on benefits. The next step is to brainstorm ideas that will bring these benefits (fell secure, less anxiety, reduce conversion time and minimize concerns) to life and that will get the message through to your audience. Exploring the benefits of your intangible will help you develop your sales presentation.