Traditionalists have been preaching ‘feature & benefit’ selling for ages with a documented track record for results… “Hmm, don’t you love that new car smell.” After all it’s an easy way to sell (i.e.: stick to the script). Customers hang on to every word until, with mounting anticipation; you do the ‘trial close’.
One problem with ‘feature & benefit’ selling is, while it may convince prospects to buy, it can also motivate them to shop the competition and take the knowledge you have just given them. We call this unpaid consulting. ‘Feature & benefit’ selling only aims for the target, never the bulls eye.
If features and benefits don’t convince people to buy, what does? Emotions. Technically there are five, that when aroused, may lead the prospect to a buying decision:
- Pain in the present
- Pain in the future
- Pleasure in the present
- Pleasure in the future
- Interest / Curiosity
Traditional sales people will pursue the last three using ‘feature & benefit selling’ to appeal to the prospect’s intelligence in an attempt to stimulate a connection about what their product and service can do.
While decisions tend to be justified intellectually, they are made emotionally. “What’s in it for me” is the basic question for prospects.
When you sell, pursue only PAIN. It requires you to understand more than the simple surface needs. You need to dig deeper to have a complete understanding of the client’s buying motivation.
