| People don't buy what it is, they buy what is does for them. Tell features and sell benefits.
After you Sell the Company in Step 4, you'll next want to address their next two of the Five Buying Decisions, which are your product or service and your price.
The transition statement to Step 5: Fill the Need is short and direct. "There are several important features of our product (service) that I'd like to tell you about." After this statement, show and tell the three (3) most appealing features and benefits for your prospect.
Good luck and good selling.
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