Features vs benefits

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1. Features vs. Benefits 1 2. “What you are trying to sell is meaningless, unless you understand why the customer wants to buy it.” ~Jeffrey Gitomer 3. How do we…
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  • 1. Features vs. Benefits 1
  • 2. “What you are trying to sell is meaningless, unless you understand why the customer wants to buy it.” ~Jeffrey Gitomer
  • 3. How do we become Masters of benefits communication? 3 • Know the difference • Ask the right questions • Understand benefit drivers • Use word pictures, stories and analogies • Understand the importance of how a feature benefitted a previous customer
  • 4. Effectively understanding and communicating benefits will: 4 • Increase your credibility • Increase your closing percentage • Better match your product directly to the customer’s needs • Increase your Average Sales Price (ASP)
  • 5. 81% stated that staying within a budget was very important. 72% stated that when shown high value they would definitely exceed budget by 20% Value always trumps price. Value is driven by benefits. Features vs. Benefits - ASP In a Simonton survey:
  • 6. “People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.” ~Theodore Levitt Features vs. Benefits
  • 7. Features vs. Benefits True or false? All features have value to customers
  • 8. Features vs. Benefits True or false? All features have value to customers TRUE
  • 9. Features VS. Benefits ”A benefit is only a benefit if the customer sees value in it.”
  • 10. Features vs Benefits - Ask Questions! Effectively gaining your customer’s confidence in you Why are we here today? What do you hope to accomplish with this project? What don’t you like about your existing windows? Follow up questions are necessary to dig deeper (3x) Asking the right questions will uncover the customer’s hot buttons and teach YOU how to sell to THEM
  • 11. http://www.sellingpower.com/content/article/?a=8086/reverse-selling-psychology/ From Reverse Selling Psychology by David H. Sandler Asking questions is paramount to the salesperson’s success. The following slides are some examples.
  • 12. http://www.sellingpower.com/content/article/?a=8086/reverse-selling-psychology/ From Reverse Selling Psychology by David H. Sandler Questions alone can sometimes appear harsh and arrogant. A softening statement creates a less defensive atmosphere for the prospect while ensuring a straight answer. Let's look at a few softening statements. Example #2: "Good question." "I'm glad you asked me that." "That's a good point." "That seems to be an important question to you." If you speak quietly and use softening statements, you will calm the prospect, and your questions will surface in a non-offensive way.
  • 13. Asking the RIGHT questions The wrong way Customer: How do the locks work? Consultant: They are dual action cam locks. They pull the upper and lower sash apart as well as the meeting rail together. This, along with additional weather stripping at the meeting rail, creates a very tight seal. Customer: Oh, I see. And they’re strong? Consultant: Yes. Our locks are very strong If you do not know the motivation behind the question, ask questions until you do.
  • 14. Asking the RIGHT questions The Right Way Customer: How do the locks work? Consultant: That’s a great question, and I will show you. Why is that important to you? Customer: I don’t think my existing locks are very good, and I want to see how these work. Consultant: This seems to be an important topic for you. What don’t you like about your existing locks? Customer: My home was broken into last year. I want to make sure it doesn’t happen again. Now you understand the motivation and can cater your presentation accordingly, directly addressing hot buttons
  • 15. Value Give the 72% a reason to spend more money
  • 16. Value
  • 17. Features Verses Benefits 17 Features tell – benefits sell How to effectively convey benefits • Reword into customer’s language • “which means to you” segue • Turn everything into an advantage • Don’t show off knowledge with terminology. (We all know how smart you are but that doesn’t mean you will sell more.) • Tell a story of how the feature helped another customer
  • 18. Features vs. Benefits F.A.S.T Feature – know it well Application – when does it apply? Who is the ideal customer? Story Telling – find an easy way to apply value for the customer
  • 19. Features vs. Benefits F.A.S.T Example Feature: Low E Glass What is it?: Coats of silver oxide applied during the semi-molten stage of the glass manufacturing process which aids in the fading effects of UV rays and reflects radiant heat Application:The customer who finds energy efficiency important, or when fading is present Story Telling: (Energy Efficiency) It acts like a mirror, reflecting heat back outside when your air conditioner is on and reflects it back inside when your furnace is running (UV) It’s like invisible sunscreen on your windows
  • 20. Features vs. Benefits F.A.S.T Example Feature: Multiple chambers in frame and sash What is it?: Several chambers which provide structural stability to the unit as well as dead air chambers for insulation value Application:The customer who finds energy efficiency important, or when structural integrity (longevity) is important Story Telling: (Energy Efficiency) When it is cold outside, you might put on a sweater to keep warm. This provides a chamber of dead air space for insulation against the cold. Imagine if you could put on a dozen sweaters – that is what Simonton Windows offer – many dead air chambers. (Structural) What you see is what you get. Simonton Windows will look the same in 20 years as they look today because of it’s beefy design.
  • 21. Features Verses Benefits 21 Examples: “Which Means to You” Feature Benefit “Been in business for 23 years” “Low E glass” “Constant Force Balance System” “Fusion Welded Frames and Sashes” “Argon Gas” “Warranty”
  • 22. Features Verses Benefits 22 Feature Benefit “Been in business for 23 years” Service provider longevity/POM “Low E glass” “Constant Force Balance System” “Fusion Welded Frames and Sashes” “Argon Gas” “Warranty” Examples: “Which Means to You”
  • 23. Features Verses Benefits 23 Feature Benefit “Been in business for 23 years” Service provider longevity/POM “Low E glass” Mirror for heat/Sunscreen “Constant Force Balance System” “Fusion Welded Frames and Sashes” “Argon Gas” “Warranty” Examples: “Which Means to You”
  • 24. Features Verses Benefits 24 Feature Benefit “Been in business for 23 years” Service provider longevity/POM “Low E glass” Mirror for heat/Sunscreen “Constant Force Balance System” 8000 cycles = >20 years longevity “Fusion Welded Frames and Sashes” “Argon Gas” “Warranty” Examples: “Which Means to You”
  • 25. Features Verses Benefits 25 Feature Benefit “Been in business for 23 years” Service provider longevity/POM “Low E glass” Mirror for heat/Sunscreen “Constant Force Balance System” 8000 cycles = >20 years longevity “Fusion Welded Frames and Sashes” Durability, energy savings “Argon Gas” “Warranty” Examples: “Which Means to You”
  • 26. Features Verses Benefits 26 Feature Benefit “Been in business for 23 years” Service provider longevity/POM “Low E glass” Mirror for heat/Sunscreen “Constant Force Balance System” 8000 cycles = >20 years longevity “Fusion Welded Frames and Sashes” Durability, energy savings “Argon Gas” Swimming pool “Warranty” Examples: “Which Means to You”
  • 27. Features Verses Benefits 27 Feature Benefit “Been in business for 23 years” Service provider longevity/POM “Low E glass” Mirror for heat/Sunscreen “Constant Force Balance System” 8000 cycles = >20 years longevity “Fusion Welded Frames and Sashes” Durability, energy savings “Argon Gas” Swimming pool “Warranty” Durability, longevity, POM Examples: “Which Means to You”
  • 28. Double Hung Stainless Steel Constant-Force Coil Balance Allows for a maintenance free, system for sash stability. Multiple Chambers Profile Vinyl profiles are filled with dead air chambers that increase window insulation and aides structural integrality Tilt in/Lift out Sash Allow sash to tilt in for easy cleaning Supercept Spacer System Makes for low conduction rates, moisture-resistance and thermal efficiencyContoured Extruded Lift Rails Allows for easy opening –no matter how big the window. Flush Mounted Tilt Latches For a clean, smooth sash rail. Dual Air Locks For ventilation Cam Lock Unique designed secure window lock Fusion-Welded Frame and Sash Profiles and sashes are fused together to create a weather tight, strong one- piece unit. Accessory Groove For the addition of decorative trim & to aid in installation 3 ¼” Frame Allows to fit most openings Insulated Glass Unit Double pane, Double strength glass with Low E and Argon Gas for increased energy performance Exterior Frame Meeting Rail Makes for a tight seal with our patented Inter- locking/Over-lapping design Extruded Screens For strength and durability
  • 29. • Know the difference between a feature and its benefit • Know when and how to use the right feature • Ask lots of questions to determine which feature to discuss • Use segues like “Which means to you…” to remember to discuss benefits • When possible, use other customers as benefit examples • All points of value should relay a benefit • Use stories when possible Features vs. Benefits Summary Takeaways
  • 30. Thank you If you would like to participate in Simonton’s Master Consultant program or any other specific training, we are available for you. Please contact your area’s DSM or Simonton’s training team directly: Doug_DeLuca@Simonton.com Gay_Ledley@Simonton.com Today’s module can be found online at: http://www.slideshare.net/Doug_thetrainer
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