I recall speaking to another professional speaker and when I asked how 

companies would benefi t by having him work with their employees he stat-

ed that they would be more motivated. I kept asking, “So what? How will 

the organization benefi t?” Eventually, we determined that the key benefi t 

he off ered was that employees who were injured would spend less time on 

disability leave. Th

  at meant that an average company could save thousands 

of dollars for each employee who experienced a work-related injury.

I recommend that you list the features of each of your products and 

services. Beside each feature, record the benefi t of the particular feature. 

Use the format below as a guideline.

Feature:                                                                                                                  

Description:                                                                                                           

Benefi t: Th

  at means                                                                                              

                                                                                                                                  

Here is an example of how the process sounds.

“Mr. Prospect, our training programs are highly interactive. We use 

a variety of processes, including small and large group discussions and 

real-life activities that simulate the challenges your employees actually 

face in their work environment. Your team will have the opportunity to 

share ideas with each other and practise the new skills, which means 

they will be able to apply the concepts from the workshop when they 

return to work. Th

  is means you will experience a better return on your 

investment and see noticeable results immediately.”

Lastly, beware of the “feature dump.” Don’t make the mistake of list-

ing every feature when talking to your customer. Th

  is approach is not 

eff ective and is a sure way to lose your prospect’s interest in your presen-

tation. Instead, focus on explaining only the features that are relevant 

to each customer’s specifi c situation. 

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