How To Get More Sales With The Benefits of the Benefit:
I recently had the opportunity to interview Bill Cates who is the author of Beyond Referrals.
Bill’s book, Beyond Referrals, helps sales professionals find ways to get more referral business.
In this segment, Bill talks about How To Get More Sales With The Benefits of the Benefit.
How To Get More Sales With The Benefits of the Benefit Transcription:
What’s the best piece of advice that you can give as it relates to your book, Beyond Referrals?
Wow. There’s a lot of good stuff in there.
I agree with that. There absolutely is.
In addition to what I said about having the mindset, the awareness of the opportunity, making sure you’re referable, being proactive, and asking for referrals; there’s a little strategy I teach near the end of the book that I got from a guy named Joe Palumbo. So, I didn’t even invent it. He calls it the “benefit of the benefits.” It goes like this.
As a salesperson or a marketer, we talk about features and we talk about benefits. And the problem is a lot of people stop there, but there is a next step and the next step is the benefit of the benefit. This means when you say your widget can do this, that’s the feature. And the benefit — that’s what saves you time.
Then you want to say to your prospective client, “How do you think that would play out in your world?” Or, “Does that resonate with you?” Or, “If you could do that, what would it look like?” There’s a lot of ways to basically say the same thing. But what we’re trying to get them to do is think a little bit about the benefit. What does that benefit actually mean to them? And then when they answer back, what are they doing? They’re actually selling themselves on the benefit. The benefit becomes real rather than just a bullet point — saves time, makes money, does this, does that.
You don’t do this with every single benefit, perhaps, but, “How does that resonate with you? How do you think that would play out? How do you think your colleagues would react if that was possible?” Now they’re talking about the benefit of the benefit — the impact of the benefit — and that is like a magical thing that I discovered from John that I just had to share with the world because most people don’t think about that and it’s a very, very powerful way to move the sale along.
When you think about it, you’re putting the prospect in the shoes of someone using the product or the service, yet making them understand, “Here’s how it will work for me.” All of a sudden they think about it and it’s a different mindset.
You can contact Bill through his website, Referral Coach.
You can purchase Beyond Referrals by clicking here or clicking the picture below.
I hope you enjoyed this.
If you have any comments, please leave them below.
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