Although the features of a product or service are crucial to its appeal, it’s the benefits of the product or service that will make or break the sale. As Marketing Donut says:
“Successful selling requires you showing your customers how your product meets their needs. Highlighting your product’s benefits in quantifiable terms is more likely to result in a sale than simply describing its features.”
When making a telemarketing call, try to keep the key benefits of your product or service at the forefront of your mind. Conveying these benefits to your potential customer will help them to see your company’s value and could make all the difference to the success of your call.
Identifying your benefits
Even if your product or service is the biggest, fastest, most innovative, or newest in its field, your customers won’t want to part with their cash unless you can show how these features will directly benefit them. During the call, you need to ensure you show a clear link between the features of your product or service and the needs of your customer. The more comprehensively you can do this, the more likely you’ll be to make a sale.
Before you can tell potential customers all about the benefits of your product or service, you need to clarify the key benefits for yourself. Prior to making a telemarketing call, sit down and think about the following:
- What is it
- What does it do
- Why is it special
- How can it help a business
- What problem does it solve
- What opportunity does it help deliver
- What differentiates it from its competition
Keeping these ideas in mind when making a telemarketing call will help you to come across as more enthusiastic, more excited and more confident – all qualities that can help to enhance your telemarketing call. The more enthused you are about your product or service, the more contagious your excitement will be and the more likely your potential customer will be to make a purchase.
Time, Effort, Money or Security
The difference between a feature and a benefit, is that a benefit has a real-world impact on the life of your potential customer. When listing or describing the benefits you can offer, think about how your product or service can save your potential customer time, effort or money, or how it can improve the security of their business.
The more clearly and more emphatically you can get these benefits across – and link them with the immediate needs of your potential customer – the better. Come back to your benefits throughout your call and take a few seconds to summarise them at the end of the conversation. This will ensure your call ends on a positive note and that the benefits of your service or product are fresh in the mind of your potential customer.
If you want to learn more about improving the quality of your telemarketing calls, take a look around our site – or get in touch with a member of our team.