Sell the Benefits and Get Higher Conversion Rates

Imagine you have a toothache and are looking for a dentist.

(Stay with me here, this relates directly to your business, how you sell and especially how many prospects buy from you.)

You try one dentist. The dentist looks at your tooth and says, “You have a cavity. It must be filled. It’s going to take about an hour. First I will fill a syringe with Novocain and inject it into your gums to numb your mouth. Then I will drill for ten minutes until we clean out every single bit of decay in your tooth. Then I will mix up a composite material and use it to fill the hole. Finally, we’ll grind the composite down so that it is like your tooth. The numbness will wear off in about 2 hours, and then you will be able to eat and smile normally again.”

I don’t know about you but, if a dentist said that to me, I’d be out of the chair before the dentist finished saying the word “syringe”.

You try a second dentist. The dentist looks in your mouth and says, “You have a cavity. I’ve filled many cavities. I’ll give you something so you won’t feel a thing. We’ll clean it out and you’ll be good as new in about an hour.”

Both dentists have the same message. It’s just that the second one spared you all of the gory details. You’re given the facts you need and the results.

Which dentist would you let fill your tooth?

I have bad news for you. You may be dentist number 1 during your sales calls.

You may have heard that during sales conversations to share the benefits not the features.

Your clients don’t want, or need all of the details (the features). They absolutely do need to know the basics. They need to know that you understand their problem, know how to solve it, what the results of working with you are and are confident in your skills (the benefits).

When you are having a sales conversation with a prospective client there is a tendency to give them all the facts because we think that our clients need all of the information to make an informed decision or else you may think that by sharing the facts it positions you better as an expert.

However, the details at best confuse prospects and at worst, scare them away. What you want to share with them are the results. In the case of the dentist example above, that they will be good as new in just an hour.

Here’s my suggestion to you, pay attention to what you’re sharing during your sales conversations. Listen to yourself. Listen to your prospective client and ask yourself, am I being dentist number one or dentist number two?

What do you need to change in your sales conversations?