Product:

Feature:

which means, Benefit:

Linking the benefit of a specific feature to the product’s

actual use helps your customers clearly understand how that
feature applies to them. For example, if you are discussing ABS
brakes on a car, you could say, “If you’re driving in a snowstorm
and you have to stop suddenly, these brakes will not lock up, so
you won’t end up in an uncontrollable skid.” Rather than sim-
ply stating, “This car has ABS brakes,” you have now told the
customer the benefit and how that will affect him in actual,
everyday situations.

Mistake #11—They allow themselves to become
distracted.

Retail is a dynamic environment. Sales associates are faced with
a multitude of distractions:

• people entering and exiting the store

• deliveries

• the telephone ringing

• extra tasks or side duties that must be completed

• the physical appearance of people

• the number of customers in the store

• security issues

• interruptions by customers, co-workers or managers

• customers who talk too much or ramble

• crying children

• presentations being conducted by other sales associates

• volume level of the back/foreground music

c h a p t e r f i v e

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Explaining the Product

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