Hopefully, after creating your features and benefits list, you will not have what I call the “rule of number 26.” The rule of 26 states that if you prepare yourself with knowledge of the top 25 features and benefits of a product, the very next prospect will ask you about number 26.
Now, you practice (not memorize) your presentation a few times, going through the features and benefits one by one and throwing in some trial closes as you go along.
At this point, if you are convinced you’re ready to make a customer presentation, it’s time to get out and give it a try.
Alan W. Sipe has spent the last 42 years in the basic hand tool industry including positions as President of KNIPEX Tools North America, Sr. VP Sales and Marketing at Klein Tools, Manager Special Markets at Stanley Tools and sales management at toolbox manufacturer Waterloo Industries. Currently Sipe is the owner of Toolbox Sales and Consulting specializing in sales strategy, structure, development and training. Sipe can be reached at [email protected] or 847-910-1063. Connect with Sipe on LinkedIn.
