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Benefits Vs Features Selling

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Benefits Vs Features Selling

  1. 1. Benefits vs. Features Selling
  2. 2. Why is it Important to Present Benefits over Features <ul><li>Anyone can list Features of their service or product. </li></ul><ul><li>Your features are usually identical to your competitor’s. </li></ul><ul><li>Benefits are tailored to specific needs. </li></ul><ul><li>They are already doing what your feature offering represents. </li></ul><ul><li>There must be a compelling reason to take action. </li></ul><ul><li>Present a SOLUTION, NOT a product! </li></ul>
  3. 3. What is the Difference <ul><li>A feature is a factual statement about the product or service being promoted. But features aren't what entice customers to buy. </li></ul><ul><ul><li>List of things you do. </li></ul></ul><ul><li>A benefit answers the question &quot;What's in it for me?,&quot; meaning the feature provides the customer with something of value to them. </li></ul><ul><ul><li>List of things the customer needs </li></ul></ul>
  4. 4. Gathering Information About Them <ul><li>Start with basic non-intrusive questions. </li></ul><ul><ul><li>Look around the office find photos, plaques, etc. Ask about them </li></ul></ul><ul><li>Take your time, listen to the reply </li></ul><ul><ul><li>Ask and then shut up </li></ul></ul><ul><li>If you hear something interesting or they seem excited about it then follow up. </li></ul><ul><ul><li>Its not a Q and A or interrogation. It’s a conversation! </li></ul></ul><ul><li>Avoid talking about the weather, EVERYONE does. </li></ul><ul><li>Use real experiences that you have had. Talk about other clients experiences similar to their company. </li></ul><ul><li>Sell everyone in the building from the receptionist to the owner. </li></ul><ul><ul><li>Speak with everyone. Ask them questions. </li></ul></ul><ul><li>“ An inch deep and a mile wide” </li></ul><ul><ul><li>Look for relationships everywhere. </li></ul></ul>
  5. 5. Asking Open Ended Questions <ul><li>Closed end questions, yes/no </li></ul><ul><li>Open ended questions require longer, informative answers. </li></ul><ul><li>Open ended questions allow you to learn about the company, the person, and the issues. </li></ul><ul><ul><li>Always have a few questions written down ready to be asked. </li></ul></ul><ul><li>Samples; </li></ul><ul><ul><li>Tell me about your company </li></ul></ul><ul><ul><li>If you could change 1 element of you job what would it be </li></ul></ul><ul><ul><li>What keeps you awake at night, what worries you </li></ul></ul><ul><ul><li>What are the priorities of your company </li></ul></ul><ul><ul><li>How did you get started in this business </li></ul></ul><ul><ul><li>What is your vision or plan for growth </li></ul></ul><ul><li>Whoever is asking the questions is in control! </li></ul>
  6. 6. Benefits vs. Features <ul><li>By asking open ended questions you can determine what the key benefits to HCSG offering is to that client. </li></ul><ul><ul><li>Whatever the answer we have the benefit. </li></ul></ul><ul><li>Features are a list of what you do. </li></ul><ul><ul><li>They don’t care what you do but what will help them. </li></ul></ul><ul><li>Benefits are what are important to the client. </li></ul><ul><ul><li>What’s in it for me. The WIFM question. </li></ul></ul><ul><li>Money may be only a feature </li></ul><ul><ul><li>If they don’t receive compensation for lowering monthly expenses does it matter. </li></ul></ul><ul><li>A relationship is only built if you understand what benefits the customer. </li></ul><ul><ul><li>Be an asset, a partner, someone they can count on. </li></ul></ul><ul><li>People buy/decide on what benefits them, not what you offer them! </li></ul>
  7. 7. What is the benefit for you and Healthcare Services group <ul><li>Long term relationships with individuals and accounts. </li></ul><ul><ul><li>Get to know the client, the person. </li></ul></ul><ul><li>Makes problem solving easier. </li></ul><ul><ul><li>Easier to fire or yell at a company then a person. </li></ul></ul><ul><li>Earns you the right to ask for favors. </li></ul><ul><li>Makes you an integral part of their day-to-day business. </li></ul><ul><ul><li>You know and understand their issues. You are a resource. </li></ul></ul><ul><li>Think about your foundation: </li></ul><ul><ul><li>Excellent business model </li></ul></ul><ul><ul><li>Well capitalized company </li></ul></ul><ul><ul><li>Growth industry </li></ul></ul><ul><ul><li>Industry leader </li></ul></ul><ul><li>You don’t have to sell, you have to solve! </li></ul>

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