The New Feature and Benefits Sales Training

To understand how to talk about your features and benefits, you must start by identifying the level of value the stakeholder needs from you. Not every stakeholder has the same interest in your features and benefits. End users will be disappointed if you decide not to share the features and benefits with them, but if you get too detailed about the day-to-day uses, you will alienate your higher-level contacts. To better understand which stakeholders need what conversations, we use a concept called Level 4 Value Creation™.

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