Sales Tip: Create a features/benefits list

April 13, 2022
First, develop a list of all the features you can find about the product you will be presenting, and then develop a corresponding list of the benefits of each feature.

Your first step in assembling a great demonstration is to develop a list of all the features you can find about the product you will be presenting. Secondly develop a corresponding list of the benefits of each feature. We call this the F/B list. If you can customize the benefits directly to your prospect even better. For example, you might say, “As an Audi technician this tool will help you secure those hard-to-reach bolts behind the starter.”

Now put those F/Bs in a logical order. Back in my KNIPEX days we would start at the tip of the jaw and work our way back through the blades then to the joint and then to the end of the handle. A feature is the cross-hatch jaws, and a benefit is that it gives you great gripping power without slipping, etc.

The reason to put these in a logical order is so you can easily remember them. If the product has an on/off switch, start there. Jumping around as you present the features may cause you to miss an import feature and could also confuse the customer.

I know that after you have demonstrated a tool 50 times you start to get a bit bored with it. Think of it this way: You go to see your favorite musician and they cut out verses because they are bored singing the song. You go to a play performance, and they skip act two because they're tired. That will never happen nor should it with your demonstration. That feature/benefit you just skipped could very well be the difference between a sale or no-sale.

About the Author

Alan Sipe | President, Toolbox Sales and Consulting

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.

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