Selling a benefit rather than ‘telling’ a feature or function.

As a sales leader, one of the key lessons I've learned is the power of selling benefits (and outcomes) rather than trying to sell features or functions. It's not enough to list what your product does; we need to communicate how it can positively impact your customers.

Take, for example. your latest software enhancement. Instead of simply stating that it includes advanced reporting features, we can say, "Our new software update provides advanced reporting capabilities which means that you can gain deeper insights into your business performance, make more informed decisions, and drive greater efficiency."

When we include the phrase "which means that" we're painting a picture of the tangible benefits our customers will experience from said features and functions. It's about speaking directly to the customers’ needs and showing them the value our product brings to their lives or businesses.

So, next time you're crafting a sales pitch or presentation, remember to emphasise the benefits, "which means that" it's not just about what your product does, but what it can do for your customers. That's how we truly make an impact and build lasting relationships.

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