simonton features vs benefits webinar 3-7-2016

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1Features vs. Benefits

1

Features vs. Benefits2What you are trying to sell is meaningless, unless you understand why the customer wants to buy it. ~Jeffrey Gitomer

Features vs. Benefits3How do we become Masters of benefits communication?Know the differenceAsk the right questionsUnderstand benefit driversUse word pictures, stories and analogiesUnderstand the importance of how a feature benefitted a previous customer

Features vs. Benefits4Effectively understanding and communicating benefits will:Increase your credibilityIncrease your closing percentageBetter match your product directly to the customers needsIncrease your Average Sales Price (ASP)

Features vs. Benefits5In 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

Features vs. Benefits6

People dont want to buy a quarter-inch drill, they want a quarter-inch hole.~Theodore Levitt

Features vs. Benefits7True or false?All features have value to customers

Features vs. Benefits8True or false?All features have value to customersTRUE

Features vs. Benefits9

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

Features vs. Benefits - ASK QUESTIONS?10Effectively gaining your customers confidence in youWhy are we here today?What do you hope to accomplish with this project?What dont you like about your existing windows?

Follow up questions are necessary to dig deeper (3x)Asking the right questions will uncover the customers hot buttons and teach YOU how to sell to THEM

From Reverse Selling Psychology by David H. Sandler

11Asking questions is paramount to the salespersons success. The following slides are some examples.

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

From Reverse Selling Psychology by David H. Sandler

12http://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.

Asking the RIGHT questions

13The 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 theyre strong?Consultant: Yes. Our locks are very strong

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

Asking the RIGHT questions

14The Right Way

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

Customer: I dont 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 dont you like about your existing locks?

Customer: My home was broken into last year. I want to make sure it doesnt happen again.

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

Value

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Give the 72% a reason to spend more money

Value

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Features vs. Benefits17Features tell benefits sellHow to effectively convey benefits

Reword into customers languagewhich means to you segueTurn everything into an advantageDont show off knowledge with terminology. (We all know how smart you are but that doesnt mean you will sell more.)Tell a story of how the feature helped another customer

ABCs of Benefits Stainless Steel Constant-ForceCoil Balance Allows for a maintenance free, system for sash stability.

Multiple Chambers ProfileVinyl profiles are filled with 13 dead air chambers that increase window insulation and aides structural integralityTilt in/Lift out SashAllow sash to tilt in for easy cleaningSupercept 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 ventilationCam LockUnique designed secure window lockFusion-Welded Frame and SashProfiles 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 FrameAllows to fit most openings

Insulated Glass UnitDouble 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 designExtruded ScreensFor strength and durability

ABC: Anchor Benefit ContrastWord picture, EMOTIONAL CONNECTIONPainComfortPeace of mindSafety18

Features vs. Benefits19Examples: Which Means to YouFeatureBenefitBeen in business for 23 yearsLow E glassConstant Force Balance SystemFusion Welded Frames and SashesArgon GasWarranty

Features vs. Benefits20Examples: Which Means to YouFeatureBenefitBeen in business for 23 yearsService provider longevity/POMLow E glassConstant Force Balance SystemFusion Welded Frames and SashesArgon GasWarranty

Features vs. Benefits21Examples: Which Means to YouFeatureBenefitBeen in business for 23 yearsService provider longevity/POMLow E glassMirror for heat/SunscreenConstant Force Balance SystemFusion Welded Frames and SashesArgon GasWarranty

Features vs. Benefits22Examples: Which Means to YouFeatureBenefitBeen in business for 23 yearsService provider longevity/POMLow E glassMirror for heat/SunscreenConstant Force Balance System8000 cycles = >20 years longevityFusion Welded Frames and SashesArgon GasWarranty

Features vs. Benefits23Examples: Which Means to YouFeatureBenefitBeen in business for 23 yearsService provider longevity/POMLow E glassMirror for heat/SunscreenConstant Force Balance System8000 cycles = >20 years longevityFusion Welded Frames and SashesDurability, energy savingsArgon GasWarranty

Features vs. Benefits24Examples: Which Means to YouFeatureBenefitBeen in business for 23 yearsService provider longevity/POMLow E glassMirror for heat/SunscreenConstant Force Balance System8000 cycles = >20 years longevityFusion Welded Frames and SashesDurability, energy savingsArgon GasSwimming poolWarranty

Features vs. Benefits25Examples: Which Means to YouFeatureBenefitBeen in business for 23 yearsService provider longevity/POMLow E glassMirror for heat/SunscreenConstant Force Balance System8000 cycles = >20 years longevityFusion Welded Frames and SashesDurability, energy savingsArgon GasSwimming poolWarrantyDurability, longevity, POM

Features vs. Benefits26TakeawaysKnow the difference between a feature and its benefitKnow when and how to use the right featureAsk lots of questions to determine which feature to discussUse segues like Which means to you to remember to discuss benefitsWhen possible, use other customers as benefit examplesAll points of value should relay a benefitUse stories when possible

Features vs. Benefits27Thank you!!If you would like to participate in Simontons Master Consultant program or any other specific training, we are available for you. Please contact your areas DSM or Simontons training team directly:

Doug.DeLuca@Simonton.comStan.Hudson@Simonton.comGay.Ledley@Simonton.com