How to sell features and benefits!

1. 1
Features vs. Benefits

2. Features vs. Benefits
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“What you are trying to sell is
meaningless, unless you understand
why the customer wants to buy it.”
~Jeffrey Gitomer

3. Features vs. Benefits
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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

4. Features vs. Benefits
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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)

5. Features vs. Benefits
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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

6. Features vs. Benefits
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People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”
~Theodore Levitt

7. Features vs. Benefits
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True or false?
All features have value to customers

8. Features vs. Benefits
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True or false?
All features have value to customers
TRUE

9. Features vs. Benefits
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” A benefit is only a benefit if the customer
sees value in it.”

10. Features vs. Benefits - ASK QUESTIONS?
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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

11. From Reverse Selling Psychology by David H. Sandler
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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/

12. From Reverse Selling Psychology by David H. Sandler
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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.

13. Asking the RIGHT questions
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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.

14. Asking the RIGHT questions
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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

15. Value
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Give the 72% a reason to spend more money

16. Value
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17. Features vs. Benefits
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Features tell – benefits sell
How 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

18. 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 Sash
Allow sash to tilt in for easy cleaning
Supercept Spacer System
Makes for low conduction rates,
moisture-resistance and thermal
efficiencyContoured Extruded Lift Rails
Allows for easy opening –no matter how
big the window.
Flush Mounted Tilt Latches
For a clean, smooth sash rail.
Dual Air Locks
For ventilation
Cam Lock
Unique 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 Groove
For the addition of decorative
trim & to aid in installation
3 ¼” Frame
Allows 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 Rail
Makes for a tight seal with
our patented Inter-
locking/Over-lapping design
Extruded Screens
For strength and durability

19. Features vs. Benefits
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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”

20. Features vs. Benefits
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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”

21. Features vs. Benefits
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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”

22. Features vs. Benefits
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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”

23. Features vs. Benefits
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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”

24. Features vs. Benefits
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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”

25. Features vs. Benefits
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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

26. Features vs. Benefits
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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

27. Features vs. Benefits
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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:
Doug.DeLuca@Simonton.com
Stan.Hudson@Simonton.com
Gay.Ledley@Simonton.com