Sales Tip: Have a "selling benefits" attitude

May 9, 2023
A benefit-driven frame of mind will provide you with demonstrations that sell.

Giving great demonstrations all day, every day is a frame of thought. Whether you’re presenting a single 4” Phillips screwdriver or a $15,000 tool storage system. A benefit-driven frame of mind will provide you with demonstrations that sell.

However, there is a world of difference between the demonstration of a screwdriver and the demonstration of a huge tool storage system. There are demonstrations, and there are demonstrations. Developing a “selling benefits” attitude will help you be successful with both.

A selling benefits frame of mind comes easily to some people and not so easily to others, but it is available to anyone who sets their mind on sales success.

Simply said, work on getting your mind set on following every feature/detail you present to a customer with why that feature is a benefit to them personally.

  • Feature: This is a 75,000 BTU furnace.
  • Advantage: This furnace is reliable and works well.
  • Benefit: It keeps you and your family warm and comfy on cold winter nights.

The feature is simply what it is—it is a Streamlight Switchblade Worklight. The advantage is what the feature does—it provides precise lighting or illuminates large areas. The benefit is what the features and advantages mean to the user you are speaking to—you will be able to see better to safely work harder, faster, and longer, or you’ll be able to find those small nuts and bolts you drop while you’re working.

Sure, the advantage is important. Having a well-lit work area is essential but all good quality lights will light your work area. This light, however, will allow you to work safer, longer, and harder which is a benefit to that individual customer. If you go into every situation with a “benefit selling” frame of mind it will soon become second nature.

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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