認識利益聲明如何影響銷售

經歷過基本銷售培訓的銷售員都會很熟悉“特徵描述，利益銷售”的那一套銷售法。產品的基本屬性是：產品的好處是客戶可以從產品中得到什麼好處。換句話說，特徵是基於事實的，利益是基於情感的。銷售就是要用情感去面對你的潛在客戶。

有段時間我在大陸銷售網絡收音機“Internet Radio”，結果發現最主要的購買者，是離鄉背井的遊子，他們想要無線收音機無法收聽到的鄉音信息。他們并不在乎收音機可以接收世界多少廣播電台節目，他們只關心家鄉麥子收成了沒有？

可以收聽許多世界的廣播收音機是產品的特徵。而能夠收聽到鄉音信息是產品可以提供給用戶的利益。

你怎麼知道哪一個是對特定潛在客戶使用的正確利益？

你問潛在客戶。做過濾篩選是瞭解你的潛在客戶的需要。他一定想要某件事，否則他不會撥出時間和你說話。有些潛在客戶馬上就會說出來，告訴你他們在尋找什麼。但許多時候，除非你問，其他人不會解釋他們的動機。

一旦你有了你了解他的期望的想法，你就可以將這些欲望與相容的利益聲明相匹配。一些經常使用的好處包括方便，節省時間，省錢，安全，聲望，使用方便。通過一點頭腦風暴，你可能會發現更多的好處適用於你的產品或服務。

利益聲明應該彌合你的產品特徵和客戶需求之間的差距。從他的需求開始重複他的需求。你可以這樣說，“你剛才提到你經常旅行，當你離開城鎮時，你的無線廣播電臺不可用，你會感到沮喪嗎？”然後停下來，給他一個機會來糾正你或同意你。然後，假設他同意，你可以用利益聲明打他：“嗯，一旦你注册了網絡廣播，你就有安全感，知道你最喜歡的電臺在你出城的時候仍然可用。”

如果你符合潛在客戶的具體需求或需要，利益聲明就會是有效的。如果你不先花時間收集這些資訊，那你就是在黑暗中射擊。在上面的例子中，如果你沒有探索潛在客戶的動機，發現客戶是想要收聽鄉音信息，你可能會拋出“節省你的錢”而不是利益陳述。

而這一利益聲明不會使前景更加接近購買。事實上，這可能會讓他更加遠離，因為你忽視了他的首要需求。

準備好利益聲明，也會幫助你把利益聲明佈置到最有利的地位。首先，列出一個產品特性清單，然後列出一個或兩個好處清單，列出清單上的每個特徵。有了這份清單，你就可以準備好對大多數潛在客戶的需求做出明確的反應。當然，沒有任何清單能涵蓋每一種可能的情况，但是你會為你所遇到的95%的潛在客戶做出正確的反應。

Understanding how Benefit Statements Affect Sales

Salesmen who have undergone basic sales training will be familiar with the sales method of "feature description, profit sale". The basic attributes of the product are: the benefits of the product are what customers can get from the product. In other words, features are factual and interests are emotional. Sales is about facing your potential customers emotionally.

I was selling Internet Radio on the mainland for a while and found that the main buyers were homeless travelers who wanted local voice information that wireless radios could not hear. They don't care how many radio programs the world can receive on the radio. They only care about the wheat harvest in their hometown.

Radios that can listen to many worlds are the hallmark of products. And to be able to listen to the local voice information is the product can provide the interests of users.

How do you know which is the right benefit for a particular potential customer?

You ask potential customers. Screening is to understand the needs of your potential customers. He must want something, or he won't spare time to talk to you. Some potential customers will tell you immediately what they are looking for. But many times, unless you ask, other people don't explain their motivation.

Once you have the idea that you understand his expectations, you can match those desires with compatible declarations of interest. Some of the benefits of frequent use include convenience, time saving, money saving, safety, reputation, and ease of use. With a little brainstorming, you may find that more benefits apply to your product or service.

Benefit Statements should bridge the gap between your product characteristics and customer needs. Repeat his needs from his needs. You can say, "You mentioned that you travel a lot. When you leave town, your radio station is not available. Are you frustrated?" Then stop and give him a chance to correct you or agree with you. Then, assuming he agrees, you can hit him with a declaration of interest: "Well, once you register for webcasting, you have a sense of security, knowing that your favorite radio station is still available when you leave town."

Benefit Statements are valid if you meet the specific needs or needs of potential customers. If you don't take the time to collect this information first, you're shooting in the dark. In the example above, if you don't explore the motivation of potential customers and find that they want to listen to local voice information, you may throw out "save your money" instead of a statement of interest.

This benefit statement will not bring the prospects closer to buying. In fact, it may make him more distant, because you ignore his primary needs.

Preparing declarations of interest will also help you to position declarations of benefit in the most advantageous position. First, make a list of product features, then make a list of one or two benefits, and list each feature on the list. With this list, you are ready to respond clearly to the needs of most potential customers. Of course, no list can cover every possible situation, but you will respond correctly to 95% of the potential customers you meet.