THE POWER OF BENEFITS

  

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SALES TIP

 

Using the format given in this chapter, list the key benefi ts of your products and 

services, making sure they address the “So what?” question. When you are fi n-

ished, practise reciting the full statement (feature, description, and benefi t) aloud 

until you sound relaxed and natural. When you think you have it perfected, ask a 

friend, co-worker, or family member to listen to your presentation. Ideally, choose 

someone who is not familiar with your product or service. If he or she can tell you 

exactly how a company will benefi t from your offering, you will have mastered the 

concept. I will caution you—it sounds easier than it actually is.