Selling Today: Partnering to Create Value, 14/e

Customer Benefit Approach

One of the most effective ways to gain a prospect’s attention is to immediately point out benefits of purchasing your solution or value proposition. As noted in Chapter 7, the benefit could focus on either the product, company, or salesperson. Begin with the most important issue (or problem) facing the client. When using this approach, the most important buyer’s benefit is included in the initial statement. For example, the salesperson selling a portable Sony projector might open with this product benefit statement:

The Sony VPL-CS4 lightweight projector strikes a balance between cost, size, brightness, and convenience. It’s a good choice for a quick business trip or for a work-at-home presentation.

A company benefit ...