Sales Tip: Understand the products you demo

In this tip, we’re exploring how you too can give world-class demonstrations that motivate your customers to buy from you.

Just like a boy or girl scout, be prepared. Be 100 percent sure you totally understand the product you are about to demo. Thoroughly understand the features and benefits of the product. It is another unproven fact that if you know about the top 25 features and benefits of the product, the first person you demonstrate to will ask you about number 26. It never fails.

The normal presentation sequence is quite straightforward: Opening, feature/benefit, feature/benefit, trial close, feature/benefit, and so on

In review of previous articles, let’s be sure you know that a feature is “what it is” and the benefit is “what that benefit means to the user.” For instance: in a Mueller-Kueps Hose Clamp Compressor shown in the December issue of Professional Distributor, they state there are three different types of jaws available. That is the feature. Then in the same sentence, they give the benefit to the user: Eliminating the need to purchase multiple hose clamp pliers. This is the perfect way to present a product in an advertisement or in a demonstration.