Old Fashioned Sales Features And Benefits
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Old-Fashioned Sales: Features and Benefits
Summary
Sales strategies often resemble throwing noodles against the wall to see what sticks. The "features and benefits" approach follows this method, but is it effective today? Let's explore.What are Features and Benefits?
Imagine someone listing every feature of a product and its potential benefits, hoping something resonates with you. Dale Carnegie might describe this as a way to highlight what a product offers and how it can help the customer.
However, when salespeople rely too heavily on this method, it often feels outdated and ineffective. It's reminiscent of throwing a pot of pasta against the wall?"it seldom sticks and can make the salesperson seem insincere.
The Old-Fashioned Approach
Think of Gil Gunderson from "The Simpsons"?"a nervous salesman using outdated strategies. By focusing solely on features and benefits without understanding customer needs, he often fails to connect. This happens because the approach centers on the salesperson rather than the prospect.
Why Features and Benefits Fall Short
Relying on features and benefits focuses on the wrong questions. It makes the pitch about the product, not the customer’s needs. This disconnect often leads to missed opportunities.
The Alternative: Criteria Elicitation
Instead of sticking with old methods, consider using "criteria elicitation." This involves understanding what truly matters to each prospect, whether in business or personal relationships. By focusing on their unique needs, you can increase your success rate and fulfill both your and their goals.
When Features and Benefits Work
There are exceptions. When a prospect is entirely unfamiliar with a product, features and benefits can provide valuable information. Even then, it's crucial to understand their criteria first, then offer relevant details.
Connecting on a Deeper Level
Targeting a prospect's emotions and deepest desires makes your pitch more compelling. By discussing what truly matters to them, like mastering persuasion, you capture their attention effectively.
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Mastering the art of sales involves more than simply listing features. By focusing on what truly matters to your prospects, you build stronger, more meaningful connections.
You can find the original non-AI version of this article here: Old Fashioned Sales Features And Benefits.
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