Benefits, the Only Things Buyers Care About #409

Most of what we sell either solves a problem or fulfills a desire. Problems and desires are first and foremost in the buyers mind. In most cases, buyers could care less how they get there, they just want to get there. The solution is important, but what matters is results. In this episode we delve into the conundrum of features vs benefits, the only thing buyers really care about.

Today’s Chapter – Benefits

Know the features
Yet focus on benefits.
What the buyer values,
exceeds detailed minutia.
Listen for goals, needs and problems
Repressing lofty orations on specifications.

Speak to the why and the sale will advance

Today’s Story

Chris was a nerd at heart and excited to talk about all the bells and whistles the newly launched product contained. Chris had studied everything written about the product. Not a single spec sheet had been forgotten. But Pat could hear that the buyer was getting impatient on the Zoom call.

Pat texted Chris,

“Buyers don’t care about features,
just want problems solved,
start walk through benefits list,
ask if they agree”.

Seeing the text, Chris immediately pivoted the conversation and shared how the product was faster, more productive, raised revenue and lowered errors. Immediately the buyers perked up.

Pat texted again “Great course correction, go get’m tiger”.

Take Action Quote

Supposedly Professor Theodore Levitt: said “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”

Too often sellers get pumped about all the cool features that differentiate their product from the competition when in reality buyers just want their problems solved and desires come true. Buyers who lead with the benefit will find more success. For the most part, all buyers really care about is results.

How To Find The Tao Te Ching of Sales

Many years ago I authored a thrice a week blog titled the “Tao Te Ching of Sales“. It based on a book of poems titled the “Tao Te Ching” by the Chinese philosopher Lao Tze. It dives into non-pushy sales based on the teaching of Wu Wei “non-doing”. You can learn more here:

- This is the link to the blog; https://taotechingofsales.com/
- This is the Tao Te Ching translated to English
- Sign up for Vidyard free account today by going to vidyard.com/babble.

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Sales Consulting To Grow Your Business

Pat helps technology startups and businesses discover the true value they bring to market, find customers who deeply appreciate that value then scale that process to extraordinary profits. We do this with modern 2020 sales and marketing techniques.

Pushy sales doesn’t work! The key is to build trust over time. What tools do we use? LinkedIn, Email and the power of the Voice Mail.

We believe and teach the value of a helping mindset. Your prospective customers have challenges, hopes and aspirations. They need your help. All you need to do is build their trust, and faith, in your organization. Learn how we help here. Once it’s clear you can help, you will have loyal clients for life. When you bring value you make sales. Or if you’re a startup, learn sales for engineers and skills to promote your new venture.

Got a Question?

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