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Benefit Scripts Part 1: Tangible Benefits

5 Types of Benefits

Sales Pros know that benefits are what sell products or services—not  features.  There are 5 different types of benefits:

1.    Tangible Benefits
2.    Intangible Benefits
3.    Benefits of Taking Action
4.    Consequences of Not Taking Action, and
5.    The Benefit-of-the-Benefit.

Today we will cover tangible benefits, which are benefits that you can touch or feel.  They are real. The best types of tangible sales benefits produce measurable results.

Here are a few examples:
1.    Make more money.
2.    Decrease employee turnover.
3.    Live longer.
4.    Save money.
5.    Saves time.

There can be many other real benefits for the products and services you sell; be sure to add those other benefits to the above list.

Using the “Before, Product/Service, After” Format

Using tangible benefits with a “Before, Product/Service, After” framework is very powerful.  Think of advertisements for diet or weight loss products.  These companies use the “Before, Product/Service, After” format to showcase the benefits of the product: Losing Weight.  For example, a person was 320 pounds before using the product and now weighs 185 pounds.  This type of advertisement usually has before-and-after pictures that dramatically demonstrate the physical benefits of losing weight.

A financial advisor could persuasively demonstrate the real benefits of saving money by using a story from a client.  Prior to meeting with the financial advisor, the client was not able to save any money towards their retirement.  After meeting and working with the advisor, the client is now able to save $285 dollars a month towards their retirement.

You can apply the same sales scripting strategy to the tangible sales benefits of your product or service.

Remember, prior to going on an important sales call, review all of the different types of benefits of your product or service.  You will be more persuasive if you bring the tangible sales benefits to life for the prospect!

Be sure to read my next Blog Post.
Benefit Scripts Part 2: Intangible Benefits