Sales & Marketing Management

So, always sell the benefit. Don't assume the benefit is readily apparent to the
customer. Always tell the customer what it is.

Increased sales

Reduced costs

Prestige

Better health

Leadership

Pride of accomplishment

Economy in use

Simplified work

Reduced upkeep

Greater safety

Satisfied ambition

Greater convenience

Uniform production

Maximum comfort

Uniform accuracy

Continuous output

Added protection

Reduced waste

Self improvement

Preserved beauty

Bigger savings

It is crucial for salespeople to remember at all times during the selling process
that:

Û Features only imply and suggest benefits

Û They must translate the product or service features and benefits to the

buyer.

Û Don't assume that the customer knows the benefits.

Handling customer objections

Customer objections are a normal part of the selling process. They should not
be seen as just a negative or defensive reaction. They are often a move towards
concluding the sale.

Examples of benefits are:

However, objections do indicate:

The need for more information

A lack of understanding

Concern about performance or service

A good salesperson uses good questioning technique to clarify or isolate the

customer's objection/s. Then the salesperson will:

Counter the objection directly, if possible

Offer alternatives, pointing out the benefits