Sales Presentation Delivery. Module Seven. Learning Objectives. Describe the difference between features, potential benefits, and confirmed benefits and the role they play in benefits selling. Construct complete selling points using feature in benefits statements.
Kraft Presentations Use Technology That Focuses on the Customer
Salespeople should strive to communicate to the buyer . . .
This printer has two separate paper trays.
Two separate paper trays allows the user to print letters and envelopes at the same time.
Buyer: “I want to be able to print letters and envelopes at the same time.”
A quality or characteristic of a product.
The value a feature provides.
The value a feature provides that the customer acknowledges as important.
A selling point is the combination of a feature and meaningful benefit statement.
When used strategically, selling points are powerfully persuasive because they represent solutions addressing the buyer’s most pressing needs.The Importance of a “Selling Point”
Closed-ended questions designed to clarify, check for understanding, confirm interest, or confirm resolution of a concern.
And Sales Aids
“In January, Fortune magazine recognized CDW as the top rated technology vendor on the basis of services provided to the buying customer.”Sales Aids: Proof Providers