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Benefit Sales Scripts Part 5: the Benefit-of-the-Benefit

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sales_scriptsYou 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,

John Kurth
Sales Script Writing Expert

Filed Under: featured, Sales Benefits, sales scripts, Scripting Tagged With: , , , ,

Benefit Sales Scripts Parts 3 & 4: Benefits of Taking Action & the Consequences of Not Taking Action

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sales_scriptsWould you like to write a sales script that communicates the benefits of taking action? Another powerful strategy is to communicate the consequences of not taking action.

Benefits of Action vs. Consequences of Not Taking Action:
Sales Professionals create a sense of URGENCY in the prospects to get them to buy the product or service TODAY. People are hard-wired to seek pleasure and to avoid pain, so these two motivating forces are at the heart of the sales scripts we will be discussing today.

Benefits of Taking Action:
The Sales Professional focuses the prospect’s attention on the many benefits the prospect will receive when the service or product is bought NOW. A Sales Professional selling a membership to a Fitness Center would focus on the benefits of joining the gym TODAY.

In this example, the benefits that the prospect will realize by purchasing the membership and getting started now are:

o Start improving your level of health,
o Feel and look better,
o More energy,
o Increased self-esteem,
o More strength and stamina.

Consequences of NOT Taking Action:
The Consequence of Not Taking Action is one of the most powerful ways to motivate a prospect to buy. The Sales Professional uses the consequences of not taking action to help the prospects become aware of the painful consequences if they do nothing or wait.

The cost of doing nothing is far greater than the cost of solving the problem (pain) with your product or service. Think of a salesperson selling life insurance to a husband who has a wife and two young children. The Life Insurance Sales Professional helps the husband realize that if he were to die suddenly, the wife would have to sell their home, and the children would not be able to attend college which makes clear to the prospect how doing nothing is far more painful than purchasing the life insurance policy.

You, also, can use the Consequences of Not Taking Action in your industry.

Use the Benefits of Taking Action and the Consequences of Not Taking Action to close more sales!

Be sure to read my next Blog Post.
Benefit Sales Scripts, Part 5: The Benefit of the Benefit

Sell with Confidence,

John Kurth
Sales Script Writing Expert

Filed Under: featured, Sales Benefits, sales scripts Tagged With: , , , , , ,