Of course it is absolutely essential to know the features and benefits of our products and services BUT we should not usually open a sales presentation with them. Why? Because it’s very unlikely that the person we are selling to will immediately relate those features and benefits to their situation. If we open with features and benefits, the person we are speaking to is most likely to be thinking ‘so what’. They haven’t had the time, or indeed the inclination or desire to think about how those features and benefits can help them. That’s not their job – it’s the … Read More »
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