Selling Implied Benefits
Posted 06-07-2011 at 03:50 PM by Ken_Caudill
Every good salesman knows that you sell benefits, not features. Great salesmen know that benefits are implied from features.
If your product has plush, leather seats your prospect would have to be a slack-jawed, drooling idiot not to understand that the benefits are comfort and style.
There's not always a need to spell out benefits for every feature of a product. Yet you'll still see the same old trite features/benefits bullet points on every formulaic sales letter permeating the net like a bad odor emanating from a city dump.
When David Ogilvy wrote, “At 60 mph, the loudest sound you hear is the ticking of the clock,” he didn't have to point out the benefit of that feature. People knew.
Sometimes it's best to implant benefits into your readers' minds. When people infer a benefit, it's theirs. They own it.
When you tell them the benefit, you're selling, and people hate to be sold.
Certainly, you should always stress benefits. Sometimes its best to let prospects discern them for themselves.
If your product has plush, leather seats your prospect would have to be a slack-jawed, drooling idiot not to understand that the benefits are comfort and style.
There's not always a need to spell out benefits for every feature of a product. Yet you'll still see the same old trite features/benefits bullet points on every formulaic sales letter permeating the net like a bad odor emanating from a city dump.
When David Ogilvy wrote, “At 60 mph, the loudest sound you hear is the ticking of the clock,” he didn't have to point out the benefit of that feature. People knew.
Sometimes it's best to implant benefits into your readers' minds. When people infer a benefit, it's theirs. They own it.
When you tell them the benefit, you're selling, and people hate to be sold.
Certainly, you should always stress benefits. Sometimes its best to let prospects discern them for themselves.
