Did you know there were millions of drills sold across North America last year even though not one person wanted a drill?
            That’s right. They all wanted holes! If another tool would have given them the same holes faster, easier or cheaper they would have bought that tool, not the drill.
            By the same token, none of your clients want to buy radio, spots or schedules. The all want sales and profits. It’s up to us to prove that the features we offer are the best means or tools towards that end.
            All of the traditional sales training courses address the need for selling benefits versus features. It’s pretty basic stuff, and yet the benefits of our features are so obvious to us that we still fall into the trap of thinking our clients will make the feature-benefit translation for us.
          Look at your next presentation or one-sheet. Are you trying to sell features to customers who only want benefits?

Here is the litmus test that distinguishes features from benefits;
A feature remains true if the client does not buy. i.e.;  “Our 50,000 watt signal covers the entire county.”
A benefit only occurs if the client buys. i.e.; “Your selling message is heard across the entire county.”
The benefit always answers the question from the client’s perspective, “What is in it for me?”

          At your next sales meeting it might be a good review to invite your account executives to list all of the features you offer, then round-table the benefits for each feature. 
          Remember, your clients are in business to make sales and profits. Your job is to show them how your features offer the best means to get there.