Transcript
Page 1: Simonton features vs benefits webinar  3-7-2016

1

Features vs. Benefits

Page 2: Simonton features vs benefits webinar  3-7-2016

2

Features vs. Benefits

“What you are trying to sell is meaningless, unless you understand

why the customer wants to buy it.” ~Jeffrey Gitomer

Page 3: Simonton features vs benefits webinar  3-7-2016

3

Features vs. Benefits

How do we become Masters of benefits communication?

• Know the difference• Ask the right questions• Understand benefit drivers• Use word pictures, stories and analogies• Understand the importance of how a

feature benefitted a previous customer

Page 4: Simonton features vs benefits webinar  3-7-2016

4

Features vs. Benefits

Effectively understanding and communicating benefits will:

• Increase your credibility• Increase your closing percentage• Better match your product directly to the

customer’s needs• Increase your Average Sales Price (ASP)

Page 5: Simonton features vs benefits webinar  3-7-2016

5

Features vs. Benefits

In a Simonton survey:81% stated that staying within a budget was very important.

72% stated that when shown high value they would definitely exceed budget by 20%

Value always trumps price. Value is driven by benefits.

The difference is only 9% are NOT influenced by value

Page 7: Simonton features vs benefits webinar  3-7-2016

7

Features vs. Benefits

True or false?

All features have value to customers

Page 8: Simonton features vs benefits webinar  3-7-2016

8

Features vs. Benefits

True or false?

All features have value to customers

TRUE

Page 9: Simonton features vs benefits webinar  3-7-2016

9

Features vs. Benefits

” A benefit is only a benefit if the customer sees value in it.”

Page 10: Simonton features vs benefits webinar  3-7-2016

10

Features vs. Benefits - ASK QUESTIONS?

Effectively gaining your customer’s confidence in you

Why are we here today?What do you hope to accomplish with this project?What don’t you like about your existing windows?

Follow up questions are necessary to dig deeper (3x)

Asking the right questions will uncover the customer’s hot buttons and teach YOU how to

sell to THEM

Page 11: Simonton features vs benefits webinar  3-7-2016

11

From Reverse Selling Psychology by David H. Sandler

Asking questions is paramount to the salesperson’s success. The following slides are some examples.

http://www.sellingpower.com/content/article/?a=8086/reverse-selling-psychology/

Page 12: Simonton features vs benefits webinar  3-7-2016

12

From Reverse Selling Psychology by David H. Sandler

http://www.sellingpower.com/content/article/?a=8086/reverse-selling-psychology/

Questions alone can sometimes appear harsh and arrogant. A softening statement creates a less defensive atmosphere for the prospect while ensuring a straight answer. Let's look at a few softening statements.

Example #2:"Good question.""I'm glad you asked me that.""That's a good point.""That seems to be an important question to you."

If you speak quietly and use softening statements, you will calm the prospect, and your questions will surface in a non-offensive way.

Page 13: Simonton features vs benefits webinar  3-7-2016

13

Asking the RIGHT questions

The wrong way

Customer: How do the locks work?Consultant: They are dual action cam locks. They pull the upper and lower sash apart as well as the meeting rail together. This, along with additional weather stripping at the meeting rail, creates a very tight seal.

Customer: Oh, I see. And they’re strong?Consultant: Yes. Our locks are very strong

If you do not know the motivation behind the question, ask questions until you do.

Page 14: Simonton features vs benefits webinar  3-7-2016

14

Asking the RIGHT questions

The Right Way

Customer: How do the locks work?Consultant: That’s a great question, and I will show you. Why is that important to you?

Customer: I don’t think my existing locks are very good, and I want to see how these work.Consultant: This seems to be an important topic for you. What don’t you like about your existing locks?

Customer: My home was broken into last year. I want to make sure it doesn’t happen again.

Now you understand the motivation and can cater your presentation accordingly, directly addressing hot buttons

Page 15: Simonton features vs benefits webinar  3-7-2016

15

Value

Give the 72% a reason to spend more money

Page 16: Simonton features vs benefits webinar  3-7-2016

16

Value

Page 17: Simonton features vs benefits webinar  3-7-2016

17

Features vs. Benefits

Features tell – benefits sellHow to effectively convey benefits

• Reword into customer’s language• “which means to you” segue• Turn everything into an advantage• Don’t show off knowledge with terminology. (We all know how smart you are but that doesn’t mean you will sell more.)• Tell a story of how the feature helped another customer

Page 18: Simonton features vs benefits webinar  3-7-2016

ABC’s of Benefits

¾” Stainless Steel Constant-Force

Coil Balance Allows for a maintenance free, system

for sash stability.

Multiple Chambers Profile

Vinyl profiles are filled with 13 dead air chambers that increase window insulation

and aides structural integrality

Tilt in/Lift out SashAllow sash to tilt in for easy cleaning

Supercept Spacer SystemMakes for low conduction rates, moisture-resistance and thermal

efficiencyContoured Extruded Lift RailsAllows for easy opening –no matter how

big the window.

Flush Mounted Tilt LatchesFor a clean, smooth sash rail.

Dual Air LocksFor ventilation

Cam LockUnique designed secure

window lock

Fusion-Welded Frame and Sash

Profiles and sashes are fused together to create a weather tight, strong one-

piece unit.

Accessory GrooveFor the addition of decorative

trim & to aid in installation

3 ¼” FrameAllows to fit most

openings

⅞” Insulated Glass Unit

Double pane, Double strength glass with

Low E and Argon Gas for increased energy

performance

Exterior Frame

Meeting RailMakes for a tight seal with

our patented Inter-locking/Over-lapping

design

Extruded ScreensFor strength and durability

Page 19: Simonton features vs benefits webinar  3-7-2016

19

Features vs. Benefits

Examples: “Which Means to You”

Feature Benefit“Been in business for 23 years”

“Low E glass”

“Constant Force Balance System”

“Fusion Welded Frames and Sashes”

“Argon Gas”

“Warranty”

Page 20: Simonton features vs benefits webinar  3-7-2016

20

Features vs. Benefits

Examples: “Which Means to You”

Feature Benefit“Been in business for 23 years” Service provider longevity/POM

“Low E glass”

“Constant Force Balance System”

“Fusion Welded Frames and Sashes”

“Argon Gas”

“Warranty”

Page 21: Simonton features vs benefits webinar  3-7-2016

21

Features vs. Benefits

Examples: “Which Means to You”

Feature Benefit“Been in business for 23 years” Service provider longevity/POM

“Low E glass” Mirror for heat/Sunscreen

“Constant Force Balance System”

“Fusion Welded Frames and Sashes”

“Argon Gas”

“Warranty”

Page 22: Simonton features vs benefits webinar  3-7-2016

22

Features vs. Benefits

Examples: “Which Means to You”

Feature Benefit“Been in business for 23 years” Service provider longevity/POM

“Low E glass” Mirror for heat/Sunscreen

“Constant Force Balance System” 8000 cycles = >20 years longevity

“Fusion Welded Frames and Sashes”

“Argon Gas”

“Warranty”

Page 23: Simonton features vs benefits webinar  3-7-2016

23

Features vs. Benefits

Examples: “Which Means to You”

Feature Benefit“Been in business for 23 years” Service provider longevity/POM

“Low E glass” Mirror for heat/Sunscreen

“Constant Force Balance System” 8000 cycles = >20 years longevity

“Fusion Welded Frames and Sashes” Durability, energy savings

“Argon Gas”

“Warranty”

Page 24: Simonton features vs benefits webinar  3-7-2016

24

Features vs. Benefits

Examples: “Which Means to You”

Feature Benefit“Been in business for 23 years” Service provider longevity/POM

“Low E glass” Mirror for heat/Sunscreen

“Constant Force Balance System” 8000 cycles = >20 years longevity

“Fusion Welded Frames and Sashes” Durability, energy savings

“Argon Gas” Swimming pool

“Warranty”

Page 25: Simonton features vs benefits webinar  3-7-2016

25

Features vs. Benefits

Examples: “Which Means to You”

Feature Benefit“Been in business for 23 years” Service provider longevity/POM

“Low E glass” Mirror for heat/Sunscreen

“Constant Force Balance System” 8000 cycles = >20 years longevity

“Fusion Welded Frames and Sashes” Durability, energy savings

“Argon Gas” Swimming pool

“Warranty” Durability, longevity, POM

Page 26: Simonton features vs benefits webinar  3-7-2016

26

Features vs. Benefits

Takeaways

• Know the difference between a feature and its benefit• Know when and how to use the right feature• Ask lots of questions to determine which feature to

discuss• Use segues like “Which means to you…” to remember

to discuss benefits• When possible, use other customers as benefit

examples• All points of value should relay a benefit• Use stories when possible

Page 27: Simonton features vs benefits webinar  3-7-2016

27

Features vs. Benefits

Thank you!!

If you would like to participate in Simonton’s Master Consultant program or any other specific training, we are available for you.

Please contact your area’s DSM or Simonton’s training team directly:

[email protected]@[email protected]


Top Related