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Focus the benefits of your products/services to your prospect, not further down their distribution channel

Sometimes a salesperson will confuse the benefits to an end consumer with the benefits to their own prospect, who may be a manufacturer, distributor, or store manager.

Suppose, for example, that a salesperson represents a commercial laundry  manufacturer selling washers and tumblers to a laundromat owner.

What features will likely elicit lukewarm, "meh" responses, less likely to lead to sales?

  • Cleaner clothes
  • Fresher smelling clothes
  • Less static cling

What benefits will elicit more enthusiastic responses; more likely to lead to sales?  

  • Shorter wash-and-dry cycle times mean less time in the laundromat and higher customer satisfaction. Buying Motive? Satisfaction of Emotion
  • Less energy consumption means lower utility expense and higher profits. Buying Motive: Desire for Gain ($)  
  • Equipment with superior longevity means more years in service and less frequent need of repair or replacement. Buying Motive: Security and Protection  

As our friend and mentor Roy Chitwood taught, "You don't have any problems in sales that you can't overcome by knowing how to sell." 

The principle of this Tip? End the confusion: focus more on benefits that appeal to your prospect and less on benefits to their end consumer.

Good luck and good selling.

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