Good Benefit Statements Start With Good Questions

When I’m evaluating a sales or leasing agent, one of the areas I look at is their use of benefit statements during the sales presentation. What I’ve learned from this evaluation process is there’s an elusive understanding (industry wide) of what a benefit statement is and how to develop it.

The best way to describe a benefit statement is that it should communicate benefits in a way that truly reflects and caters to the situations, problems, needs, and desires of your target market. So that means digging deeper, learning more and communicating benefits that have meaning and relevancy with your audience. Your words should appeal to specific buyer motives for the specific individual standing before you.

Digging deep by asking good questions first prevents you from making unfounded assumptions of what your prospect considers a benefit.

Once you’ve established what’s important to the individual, you’ve eliminated all of the guesswork and you can provide them powerful, specific benefits that address their specific needs.

If you’re using a general benefit statement about a feature, customize it with the information you’ve learned about the individual through your questioning and qualifying skills. Frame the benefit to the buyer motives. I recently read an article that suggests thinking about the phrase, “so what that means to you” when you create your benefit statements. For example when you speak of something being convenient, think about what makes it convenient? What is convenience to the person before you? Does it save them time and how? Does it make their life easier and how? Maybe that convenience will somehow save them money, how so?

Taking the time and forethought will assist you in delivering an awesome benefit statement that really means something!



~ by Grande & Associates, LLC on March 27, 2012.

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