GETTING ACKNOWLEDGEMENT OF BENEFITS

I sincerely hope you are seeing signs of improvement in your selling success ! I hear from a few clients that there is increased activity. Hopefully, it's headed your way as well.

I haven't spoke to this topic in a while so let's go for it ! First and foremost, the traditional well-worn question. Are you selling features or benefits or both ? You need to sell both with emphasis on the benefit value ! So many of us get caught up in the features of our particular product or service that we lose sight of the benefit value and making sure the Customer fully understands all of the benefits. I hear so many sales pros say " Oh Yeah, I'm selling both". Excuuuuse me, let's look at your materials / presentation and listen to your verbiage. You are not selling the benefits as much as you think you are. You assume that the client understands the value and you don't want to insult their intelligence. Then ask questions to make sure they understand the value.

Let's take this selling situation one step further; are you getting acknowledgement of your features and benefits ? Look my fellow sales professionals; YOU HAVEN'T SOLD THE CUSTOMER ANYTHING IF YOU DON'T GET ACKNOWLEDGEMENT !!!. What do I mean ? If I'm the Customer and I just listen to your presentation, have you sold me anything ? NO ! And a nod of the head is not the big A. You must have at least 10 quick questions ( as a part of your standard patter ) which support the decision in your favor ( the big A ). Examples: (1) Do you see how that would benefit your challenge ?, (2) How do you feel about that benefit ?, (3) Does that make sense to you ?, (4) Do you agree with me on that point ?. When you ask these big A questions, then you have to shut up and let them answer ( don't answer for them - most of us can't stand the silence and insert another comment ).

The major fear that inhibits our ability to get the big A: What happens if they won't acknowledge ? Then you probe to find out why they are likely to shine you on and not give you the sale. What's the worst that's going to happen by being so professionally assertive ? Do you have the sale now ?

Thanks for taking the time to read this week's Perspective. Good Luck and Good Selling !