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Features vs. Benefits
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Features vs. Benefits
“What you are trying to sell is meaningless, unless you understand
why the customer wants to buy it.” ~Jeffrey Gitomer
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Features vs. Benefits
How do we become Masters of benefits communication?
• 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
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Features vs. Benefits
Effectively understanding and communicating benefits will:
• Increase your credibility• Increase your closing percentage• Better match your product directly to the
customer’s needs• Increase your Average Sales Price (ASP)
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Features vs. Benefits
In a Simonton survey: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.
The difference is only 9% are NOT influenced by value
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Features vs. Benefits
People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”~Theodore Levitt
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Features vs. Benefits
True or false?
All features have value to customers
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Features vs. Benefits
True or false?
All features have value to customers
TRUE
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Features vs. Benefits
” A benefit is only a benefit if the customer sees value in it.”
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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
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From Reverse Selling Psychology by David H. Sandler
Asking questions is paramount to the salesperson’s success. The following slides are some examples.
http://www.sellingpower.com/content/article/?a=8086/reverse-selling-psychology/
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From Reverse Selling Psychology by David H. Sandler
http://www.sellingpower.com/content/article/?a=8086/reverse-selling-psychology/
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.
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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.
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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
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Value
Give the 72% a reason to spend more money
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Value
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Features vs. Benefits
Features tell – benefits sellHow 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
ABC’s of Benefits
¾” Stainless Steel Constant-Force
Coil Balance Allows for a maintenance free, system
for sash stability.
Multiple Chambers Profile
Vinyl profiles are filled with 13 dead air chambers that increase window insulation
and aides structural integrality
Tilt in/Lift out SashAllow sash to tilt in for easy cleaning
Supercept Spacer SystemMakes for low conduction rates, moisture-resistance and thermal
efficiencyContoured Extruded Lift RailsAllows for easy opening –no matter how
big the window.
Flush Mounted Tilt LatchesFor a clean, smooth sash rail.
Dual Air LocksFor ventilation
Cam LockUnique 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 GrooveFor the addition of decorative
trim & to aid in installation
3 ¼” FrameAllows to fit most
openings
⅞” Insulated Glass Unit
Double pane, Double strength glass with
Low E and Argon Gas for increased energy
performance
Exterior Frame
Meeting RailMakes for a tight seal with
our patented Inter-locking/Over-lapping
design
Extruded ScreensFor strength and durability
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Features vs. Benefits
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”
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Features vs. Benefits
Examples: “Which Means to You”
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”
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Features vs. Benefits
Examples: “Which Means to You”
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”
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Features vs. Benefits
Examples: “Which Means to You”
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”
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Features vs. Benefits
Examples: “Which Means to You”
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”
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Features vs. Benefits
Examples: “Which Means to You”
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”
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Features vs. Benefits
Examples: “Which Means to You”
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
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Features vs. Benefits
Takeaways
• 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
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Features vs. Benefits
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: