Receiving a certificate after a training means different things to different learners. Compliance. Recognition of Achievement. Brand association (Trained by…). Proof of competence (Credibility). Proof of attendance. A promotion. And more. What’s the sales lesson here? Well, the certificate is one feature of the training. The meaning the learner gives to it is the benefit. To him. And that’s what you sell. To him. Building up on last week’s post, today I want to spell out further the difference between features and benefits, but for the services sector.
“Will I get a certificate after the training?”
“Will I get a certificate after the training?” This is a common question from prospective participants (customers). A typical training has many features. Duration, venue, calibre of trainer, course books, style of delivery, session plan (agenda), use of PowerPoint slides, sitting arrangement, breaks, flip charts, and more. However, if the potential customer wants to know if they’ll get a certificate, then zero in quickly on that. “Yes. We issue certificates. May I ask why it’s so important to you. This may help with the wording.”
Now consider these responses:
- HR Perspective: “Oh, as the employer, we need a copy for the file as proof that the staff have the necessary skills and competencies, which can improve overall performance and productivity.”
- Professional Perspective: “Certification can open up further opportunities for networking, as, in my profession, certification often leads to inclusion in professional groups or communities.”
- Career Development Perspective: “I need it for professional development. The certificate will contribute to my portfolio, enhancing my resume and increasing my attractiveness to potential employers.”
Remarkable, isn’t it? How one feature of a service (a certificate) can have many different meanings (benefits) to respective buyers. And here you are thinking it just serves only as proof of attendance or motivation. Which, by the way, are two more benefits of a certificate. Do you now see the glaring difference between features and benefits?
Read: Product knowledge alone is not enough to clinch you that sale
Tailoring your sales presentation
Aside from a certificate, here’s another example. A standing order is an instruction a bank account holder gives to their bank to pay a set amount at regular intervals to another’s account. Now, that’s a feature. Instead of telling the feature of a standing order, sell the automatic payment of rent, investment contributions, club membership fees, loan repayments, subscription fees, or utility bills. One feature. Six benefits. Potentially six different buyers who buy because they now see what’s in it. For them.
Read: Align to buyer’s selfishness and close faster
And it is this knowledge that should inform your sales presentation. If you are an accomplished sales person, you will dive straight into the benefit, mentioning corticate at end: “From your brief, standardization is an important facet in your institution because of maintaining quality and consistency in skills and knowledge. For this reason, we will ensure that everyone who completes the training has met the desired standard, and received a certificate as proof of this.”
If you don’t feel as confident, you can start with the feature then, using what this means is that, go to benefit: “All participants will get a certificate after the training. What this means is that, you will have proof of standardization as this is an important facet in your institution because of maintaining quality and consistency in skills and knowledge.” Either way is fine. Just don’t leave it at, “All participants will get a certificate after the training,” because that’s not why they are buying. Tell them. Show them you are aware. Not only does this demonstrate that you understand them (empathy), you also relieve them of the need to think hard as to what, ”All participants will get a certificate after the training,” means to them. (More empathy).
So ensure you identify and tailor your presentation to the respective buyer’s benefit, not your feature.
Knowing the difference between features and benefits means success in selling
Now, I have deliberately used a simple example to demonstrate a profound aspect in selling. Identifying every feature of your service or product and what benefit or benefits it translates to, to the potential buyer, is a necessary and indispensable step to successful selling. But don’t stop there. Make it manifest. Go ahead and present that benefit. To that buyer. And adjust accordingly to the respective buyer.
Read: Successful selling is a friendship…with benefits
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