Selling Skills Lessons-In-A-Box

Feature - Function - Benefit

After the rep has gotten his or her foot in the prospect's door, the challenge is to make a presentation that leads to a sale.

Clearly, there are many factors that affect someone's buying decisions. In another lesson in this series (Telling The Company Story) we focus on the importance of the buying viewpoints of individuals.

The focus of this lesson is on identifying a prospect company's dominant buying need and then making a presentation that shows the prospect how specific features (of your products and services) enhance key functions (of the prospect company's operations) and lead to clear and significant benefits (for the prospect).

Our Feature - Function - Benefit Lesson-In-A-Box teaches reps how to identify their prospects' dominant buying needs and how to construct and deliver powerful feature - function - benefit statements.

Objectives

Here is an excerpt from the Facilitator's Guide regarding objectives:

As a result of participating in this guided learning experience, participants will be able to:

• distinguish between the three types of dominant buying needs of customers;
• accurately identify the dominant buying needs of their own prospects and customers; and
• develop accurate and effective Feature - Function - Benefit Statements which persuade their prospects to buy.

Topics

This Lesson-In-A-Box is highly interactive and covers the following topics:

• Introduction
• Dominant Buying Needs
• Definitions & Principles
• Activity: Clues to Dominant Buying Needs
• Features, Functions, & Benefits
• Definitions
• The Formula
• Examples
• Matching Feature - Function - Benefit Statements to Company Needs
• Developing Feature - Function - Benefit Statements For A Key Account
• Presentations