Salespeople typically sell what something is; customers typically buy what something does. This creates an inherent disconnect between salespeople and customers. Salespeople typically know and talk about the features and advantages of their products and services. We stress the importance of discovering what these do for the customer. What is the benefit to the customer? This workshop is structured to demonstrate that customers are interested in the benefits applicable to them. Customers buy benefits. Understanding the benefit for each is imperative. The importance of asking questions to discover the benefit is stressed.

• What are benefits?
• Why do people buy?
• More is not always better.
• Asking the most important question.

• Identify and understand the differences between features, advantages, and benefits.
• Approach the sale from the buyer's perspective.

• Enable participants to position for the close at the beginning of the process.
• Inspire participants to close with confidence.
• Understand how all six key elements impact the closing process.