Agent Academy: Selling Features vs Benefits
On episode 21 of Agent Academy, I walk you through Selling Features vs Benefits. We all tend to get lost in selling the features over the benefits. Have you been in the trap of selling features? Are you relying on the features?
What Clients really want to know is the benefits!
Features are just on the surface and if you rely only on the feature you are missing what matters, BENEFITS! The benefits will tell them how features affect them.
The key phrase you need to use when discussing features and benefits is, “So you can.” “So you can,” provides you a way to connect the feature to the benefit.
If you tell your client you think they should have night photography for their listing, that is a feature. You need to connect it to a benefit. For example: “I provide night photography, so you can be differentiated from the rest of the listings in the marketplace.” “Night Photography” is a feature, “being differentiated” is the benefit. By using “so you can,” it linked the feature and benefit together.
Clients care about the benefits, the success of the sale, price, and what they are paying you is worth paying you. Features will help them get the benefit, but they need to be connected.
When you can connect the feature and the benefit with “so you can,” you are able to have your client connect with you!
“So you can,” is not limited to listing presentation, you can use it in every step of your business. When you are talking to a buyer’s agent, “I need you to come in, so we can have a full consultation, so you can save time over the course of your search and not get lost in the homes that may not work.”
You must be trained to talk about the benefit!
It is critical that in all your messaging, you are always tying the feature into the benefit, that is where you will do more business, and connect the dots for the clients. You need to make it easy for the client to see that doing business with you and your team is the most effective route to have them meet their goals.
No one is looking for a house, they are looking for benefits!
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