Everybody is a salesperson. Regardless of your occupation, you are a salesperson. As long as you’re adding value, you’re selling. However, what we sell differs.

Now, let me start by saying that as a salesperson, you need to learn how to sell effectively. That’s what makes you resourceful, valuable, and relevant in your field.

The next question is, how do I sell effectively? Well, the first principle you need to understand is that 'Feature Tells, Benefit Sells.'

You need to learn how to shift from telling your customers, managers, or employers the features; rather, focus on stating the benefits. Realize that the effectiveness of your pitch does not hinge on product features alone. For instance, if you’re selling a smartphone, instead of merely highlighting its advanced camera, which is the feature, focus on how this camera enhances the photography experience, capturing vivid memories effortlessly, which is the benefit.

Explicitly talk about the problems your product can solve for your customers. People are not buying your fancy products; they are buying a SOLUTION to their problem. You need to carefully understand this so you can sell to the right audience. For instance, if you are marketing a productivity software, don’t just talk about its various features; instead, emphasize how it streamlines tasks, saving users valuable time and increasing efficiency, which are the benefits.

If you’re promoting a fitness tracker, go beyond its features and communicate the benefits, such as improving health tracking, leading a healthier lifestyle, and enhancing well-being.

By adopting this principle and effectively communicating the benefits of your offering, you pave the way for customers to understand how your product or service fulfills their needs and enhances their lives. This shift from a feature-centric approach to a customer-centric one is a cornerstone in the journey towards mastering the art of sales. Remember, feature tells, benefit sells.

Kind Regards,

Olamiji Akeredolu.