MCT Day 2: Session Four

Or

The more the features describe The more likely the sale ?

Features!
They are the characteristics of your domain They are neutral Not very persuasive They create low impact

to be used restrictively!

Advantages!
Show how your domain can help the customer Are more persuasive than features Can have high impact early in the cycle Impact dilutes with the sale progress

to be used with caution!

Benefits!
Show how the domain meets an explicit need It is the final step in the need development process The most powerful of sales behavior

To be used only after need has been expressed

FEATURES. ADVANTAGES. BENEFITS.

Benefits Hi (high impact always)

(initially high but quickly falls off) Impact on Customer Advantages

Features (low impact always) Hi Lo Contact Contact

Features lead to price concerns Advantages result in objections

Benefits receive Support & Agreement

Commitment !

More often you use the closing technique The more likely customer will buy?

Commitment !

Ask for the commitment but only after you have built the value