- August 25, 2009
- By elofholm
You can use sales scripts to increase your sales results. Develop benefit sales scripts to share the value of what you offer with your prospective client.
What is the benefit-of-the-benefit?
The Benefit-of-the-Benefit is the real reason why prospects buy products or services, so the most powerful way to sell them is to find out what is needed or wanted and then provide it. Your probing questions will help discover what is most important to your prospect.
A Strong Motivator for Prospects
The Benefit-of-the-Benefit is a very strong motivator for prospects. When you connect your product or service to the prospect’s most important need, you will rarely have Buyers’ Remorse. Customers who have purchased a product or service that helps solve their Benefit-of-the-Benefit needs are those who will willingly give you referrals; in addition, these happy customers will often give you testimonials, as well.
The Benefit-of-the-Benefit in Action
Imagine this situation: A financial services sales professional is talking to a young couple with a newborn daughter and shows how this family could save $200 a month, or $2,400 a year. The sales presentation, demonstrating the Benefit-of-the-Benefit for the couple, would sound like this:
Sales Professional: “Mr. and Mrs. Prospect, I can save you $200 dollars a month or $2,400 year! How would you invest the money?”
Prospects: “We would invest the money, so we could send our daughter to college.” [This is the Benefit-of-the-Benefit.]
Sales Professional: “Imagine having enough money to send your daughter to the college of her choice. How would that feel?”
Prospects: “That would feel wonderful!”
In this example, the financial services professional found the family’s most important reason for buying; furthermore, he connected his product or service to fulfilling that need and has helped to satisfy the Benefit-of-the-Benefit for the family.
Discover and Link the Benefit-of-the-Benefit
Discovering the Benefit-of-the-Benefit should be a key outcome from your probing questions. Linking the Benefit-of-the-Benefit to your product or service in your sales script will help you make more sales, since these customers will be a rich source of referrals and testimonials.
Be sure to read my next Blog Post
“Sales Scripts: Seven Secrets of Persuasion and Influence”
Sell with Confidence,
Sales Script Writing Expert