THE POWER OF BENEFITS

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SALES TIP

Using the format given in this chapter, list the key benefi ts of your products and

services, making sure they address the “So what?” question. When you are fi n-

ished, practise reciting the full statement (feature, description, and benefi t) aloud

until you sound relaxed and natural. When you think you have it perfected, ask a

friend, co-worker, or family member to listen to your presentation. Ideally, choose

someone who is not familiar with your product or service. If he or she can tell you

exactly how a company will benefi t from your offering, you will have mastered the

concept. I will caution you—it sounds easier than it actually is.