Think about what makes your solution effective. What are the unique attributes that set them apart?
- What is it that distinguishes you from me? You may have black hair where I have blond. You might be five feet nine where I'm over six feet tall. It's our features that are the obvious initial characteristics that allow us to tell one person from the next. In certain circumstances, the benefits of those features may allow for one person to have an advantage over another. Let's look at an example. If we're going to play basketball, and you're now over seven feet tall and I'm just over six feet tall, that feature provides you with a distinct benefit which allows you to have maybe a higher reach, a longer wingspan, et cetera. That gives you a distinct advantage over me in basketball. And if you were a basketball coach, you would find that feature a key element in your evaluation of which one of us you would want on your team. Now, when it comes to your product or service, it's critical to understand all your features. But it's the benefit of the feature that the customer needs to see as critical to solving their problem and, as importantly, the advantage your solution creates compared to other options that they have available to solve their problem. Many salespeople are wonderful at spouting the facts and data to describe all the wonderful features of their product or service. But great salespeople, they know all the details of their customer's problem they are solving and can relate the benefit of the features of their product plus the resulting feeling the customer gets having used your solution to solve it. They do this while at the same time creating differentiating space from their competition by ensuring the advantage they possess over the competitor comes through loud and clear. Let's highlight the feature-benefit-result-advantage continuum. Let's do so with a real-world example like the iPhone versus the Galaxy. See, if I were selling the iPhone, I must first understand what you the customer values most. Now, for me, if I'm the customer, seamless integration of all my devices on the same platform is pretty cool. So as a salesperson, you might say, "One of the best features of the iPhone :is how its operating system seamlessly integrates "with iTunes, iCloud, the App Store," et cetera. What's the benefit? Well, the benefit of that is having everything all in one place on the same technology. Now, the resulting feeling that I could feel might be this peace of mind that I have knowing everything is organized and fully integrated. The ultimate advantage over the Galaxy is that it's known primarily as a phone that's not part of the Apple ecosystem. Now, you may not like Apple products, but I think you get the point. Here's the application. If you haven't already done so in previous lessons, I'd like for you to make a list of the top five problems that your customers tend to have. Make them problems that your product or service can solve. Next I want you to list out the top five to 10 features your product possesses. Next after that, next to each feature I'd like you to list the benefit that that feature has to your customer in a way or manner in which it helps solve or leads to solving the problem. Finally, next to that, list the advantage that feature and benefit has over alternative or competitive solutions your customer might be consider. If you can successfully do this across the board, it will be extremely easy for your customer to see you as the obvious choice for their solution. Now, if you find that you come out on the losing side of each feature-benefit-advantage exercise, you might want to find a new product or service to market.
- Describe the overall phases of a sales process.
- Explain how to perform prospect research.
- List and define possible motivations, as well as enabling situations for change.
- Describe ways to establish credibility and obtain commitment.
- Explain the elements of post-sales activities.
- Describe the importance of process in sales activities.
- Itemize steps in the process for obtaining commitment.