How many times have you been told in training courses that people don’t buy features, they only buy benefits? This is very true, as the brain doesn’t compute what the product ‘does’, it only listens to what it will do for me. A long list of features only confuses the prospect, as they have to do the work in converting the meaning of the feature to how it will benefit them.

However…do you just stop at the benefit? Or do you go beyond that, to appeal to the emotional desires of the prospect?

You see, prospects have individual as well as organisational needs, and their viewpoint may well be very different to yours. They need to know what choosing your products and services will mean to them, in the short and long term.

‘Meaning’ is a key driver to making decisions. Look to this example:

Salesperson: “So, Mr Prospect, by taking our extended credit terms, you benefit by spreading the cost over a longer period, helping your cash-flow and freeing up finances for other purposes”

Here, the salesperson has taken a feature and added the benefit. For many prospects, that may be enough. But what if you created a real meaning to the conversation?

Salesperson: “So, Mr Prospect, how beneficial would it be to you to spread the cost over a longer period, meaning you would be able to invest in other areas of the business, making your new marketing plans easier to put into practice?”

This way, you are helping the prospect not only see the benefits, but also see what your products and services will actually mean to them as a company. You will be creating a clear picture in their mind about how the correct decision (choosing you as their supplier) will make a meaningful difference to their business. And notice that by phrasing the choice as a question, you make the prospect think about the answer rather than trying to find reasons to disprove you statement.

Think about how the benefits of what you offer adds value and extra opportunities to them. They will go beyond the benefits and have a deeper reason for choosing you!

Happy selling!

Sean

Sean McPheat
The UK’s #1 Authority On Modern Day Selling
MTD Sales Training

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You’ve probably had in drummed into you about FAB – Features, Advantages and Benefits.
But don’t forget the motives too.

Let’s have a quick recap of what each means and then I’ll talk some more about using MOTIVES too.

Remember:

FEATURES – Are what your products and services have

ADVANTAGES - Are what your features do

BENEFITS – What the features mean to the buyer

That’s all pretty straighforward stuff but they are mainly LOGICIAL stuff to enable the sale.

And remember that sales are made mainly through emotion and are BACKED UP with logic.

So remember to also add MOTIVES to the mix.

MOTIVES - are what the features will satisfy with the buyer.

What feeling will it give them?

Importance?

Safety?

Significance?

What are the emotions associated with your prospects and clients having your products and services?

You need to include these in your selling

So let’s look at a quick example:

FEATURES
“Sean, this baby car seat has a dual locking system on each of the straps…”

ADVANTAGES
“The advantage of this system is that it will take you a double click to fasten it or ot release it instead of just one click on most models…”

BENEFITS
“That means that Holly be secure in her seat and if she manages to prize open one of the locks then there is still the back up of the other one…”

MOTIVES
“Sean, you’ll have the peace of mind of the safest car seat on the market and also the fact that Holly will not be able to open the straps and harness herself”

Ok, so I hope you get the picture?

Remember, FAB is awesome, but FABM is even better!

Happy Selling

Sean

Sean McPheat
MTD Sales Blog

MTD Sales Training

Telephone: 0800 849 6732

Have you downloaded my latest report yet? “The Sales Person’s Crisis” has been downloaded by over 10,000 sales pros and entrepreneurs. Don’t miss this unique report that lifts the lid on modern day selling!

Click on the image below to find out why you’re very existence as a sales person is in doubt…