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Marcus also cautioned salespeople against information overload. In particular, don’t give customers information they already know or the conversation abruptly will end with a “so what.”
5. TALK FEATURES, SELL BENEFITS
Goal: Make customers care by showing them the value.
Product features are meaningless if salespeople fail to illustrate how they will benefit customers. Kathi Simonsen, president, Simonsen Sales & Marketing, Auburn, Calif., and author of “The Sales Ascent,” explained that features are the reasons why your product has value—why you’re proud to be associated with it and can talk to your prospect with confidence. However, there’s a catch: Not everyone cares about features.
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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