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An Idea A Day by David Thompson

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SALES

THE POWER OF DESCRIPTION

Patrick Forsyth

EVERYONE IN SELLING must know the concept of features and benefits, and that, to use an old phrase, you sell the sizzle and not the sausages. People buy something because of what it does for them, or means to them; that is, they buy because of its benefits. As a result, sales messages should predominantly be benefit-led: you talk about the benefits, and use the features as factors that demonstrate how a benefit can be delivered. So far so good, yet prevailing practice is by no means perfect, and the world is full of salespeople busily talking about features. Certainly I find that significant numbers ...

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