Reposted: What you sell is yourself; what you market is an idea; what you’re buying is a feeling—and the benefits of selling!

IV. What is being sold in the course of a transaction?

Answer: Benefits

The benefit lies in the joy and advantages you can bring to the other person, as well as in helping them reduce or avoid trouble and suffering.

1. Customers never buy a product for its intrinsic qualities; they purchase the benefits that the product or service delivers to them.

2. Second-rate salespeople sell the product (its features), while first-rate salespeople sell the results (the benefits).

3. For customers, they will only make a purchase if they understand the benefits the product will bring and the problems it will help them avoid.

Therefore, top-notch salespeople don’t focus on how much they can gain; instead, they concentrate on the benefits their customers will receive.

4. When customers derive tangible benefits from our products or services, they’ll put money in our pockets—and they’ll even say, “Thank you!”

V. What are customers thinking during in-person sales?

Answer: The six timeless questions that remain constant in the minds of customers during face-to-face sales are:

1. Who are you?

2. What do you want to talk to me about?

3. What benefit do your proposals offer me?

4. How can you prove that what you’re saying is factual?

5. Why should I buy from you?

6. Why should I buy from you now?

These six key questions may not be explicitly asked by the customer, but they are likely to be on their mind subconsciously.

For example: The moment a customer sees you, their immediate impression is: “I’ve never met this person—why is he walking toward me with a smile?” Subconsciously, they’re wondering, “Who is this person?”

When you walk up to him and open your mouth to speak, he’s already wondering what you want to talk about. And as you speak, he’s thinking: What do you want from me?

If it doesn’t benefit him, he won’t want to keep listening, because everyone’s time is limited, and he’ll choose to do what’s in his best interest.

When he’s convinced your product truly benefits him, he’ll still wonder: “Are you trying to trick me? How can I be sure what you’re saying is true?”

Once you can demonstrate that the benefits are genuine, they’ll inevitably start wondering: Is this product really that good? Are there better options elsewhere, or could others sell it at an even lower price?

When you provide him with enough information to show that buying from you is a great deal, he’ll inevitably start wondering: “Can I wait until tomorrow to buy? Or maybe next month? How about next year?”

So, you must give him ample reasons to understand the benefits of buying now and the drawbacks of waiting.

Therefore, before visiting your client, put yourself in their shoes, ask these questions, and then answer them yourself. Craft well‑thought‑out responses backed by solid reasoning, and your client will be more likely to choose the solution they perceive as the best fit for their needs.

VI. How to Compare with Competitors?

1. Do not belittle your opponent.

When you disparage your competitor, you risk alienating a customer who may have ties to them—perhaps they’re currently using the competitor’s product, a friend of theirs is a user, or they even think the competitor’s offerings are quite good. By belittling the rival, you’re essentially suggesting that the customer lacks discernment and is making a mistake, which will immediately put them on the defensive.

Never casually belittle your competitors, especially when they have a strong market share or are performing well in sales. After all, if they weren’t truly doing well, how could they possibly be your competitors?

Unrealistically disparaging your competitors will only make customers view you as untrustworthy. When you start by badmouthing your rivals, clients may conclude that you’re either insecure or that your own standards are questionable.

2. Conduct an objective comparison between your three key strengths and your opponent’s three major weaknesses.

As the saying goes, “compare prices and choose the best”—every product has its own strengths and weaknesses. When presenting your offering, highlight your three key advantages and contrast them with the other side’s three major drawbacks; even products in the same price range will instantly reveal their relative merits when assessed objectively.

3. Emphasize the unique selling proposition.

A unique selling proposition (USP) is a distinctive advantage that only you possess and your competitors do not. Just as every individual has a unique personality, every product has its own USP. Highlighting and emphasizing these unique selling points when presenting your product can significantly boost your chances of closing the sale.