Don’t Sell the Benefits
What, Colly, have you gone mad?
What do you mean don’t sell the benefits?
What is value!
- The regard that something is held to deserve; the importance, worth, or usefulness of something.
- Principles or standards of behaviour; one’s judgement of what is important in life.
- Estimate the monetary worth of.
People do not buy the benefits of a product ‘per se,’ we need to understand the root meaning of the word ‘benefit.’
something that is advantageous or good; an advantage
to do good to; be of service to:
The word benefit comes from two French words: “Bien” meaning Well, and “fait” from the French verb “faire” meaning to do or to make, this gives us the meaning which can be “How well does you product or service do the job it is meant to do?” and from this is derived the value.
People buy the value of your product or service, the worth or usefulness of your product or service. The question then arises to be successful the salesperson must sell the value of the product or service. What will your product or service add to your prospective customer?
The benefits will provide the value but in themselves they are not the value.
The answer then is sell value!
Look out for our next post: “Understanding Your Value Proposition”