Most people dislike the sales process. They think they have to be slick, maybe they have to ‘trick’ people with a crafty ‘close’, or that they have to talk a mile a minute until their prospect gives in.

None of that is true.

There is, however, one skill in particular that if mastered will propel your business forward faster than anything else. Best of all it works whether you’re speaking to someone directly or you’re letting the copy on your website or brochure do the talking: understanding and being able to explain the difference between a feature and a benefit.

A feature is simply a line item. It’s something about your product. A benefit tells someone what they will get out of it. A benefit paints a picture.

Take the Nikon D7000 camera for example. Which description sounds more interesting?

The Nikon D7000 features a 16.2mp sensor.

Or

The Nikon D7000 features a 16.2mp sensor, 25% larger than its predecessor for unparalleled detail resolution and ability to capture subtle highlights. Read More→