What do people really buy? They buy the benefits of a product. This chapter examines why and how individuals buy. It emphasizes the need for salespeople to stress benefits in their presentations. After studying this chapter, you should be able to:
Explain the difference between a feature, an advantage, and a benefit.
Be able to construct a SELL Sequence.
Know when and how to use a trial close.
Explain why people buy benefits rather than features or advantages.
Enumerate techniques for determining a customer’s needs.
List factors that influence the customer’s buying decision.
