Posted on August 6, 2024

Understanding the appeal of your offering, whether it's a product, service, or a combination of both, is crucial for sales success. Before you engage with a customer, you must have a clear grasp of what sets your offering apart and why someone would choose it over competitors.

Identify Your Offering's Top Features and Benefits

Begin by pinpointing the 5-10 most compelling aspects of your product or service. These are the features that will resonate most with your target audience. Rank them in order of importance based on their impact on customer satisfaction and purchase decisions.

Example: Smartphone:

High-quality camera
Long battery life
Fast processor
Large, vibrant display
Innovative software features

Example: Fitness Subscription with Equipment:

Personalized workout plans
Access to live and on-demand fitness classes
High-quality, durable equipment
Expert coaching and support
Community and motivation features

Understand Your Offering's Value Proposition

Once you've identified your offering's key features, clearly articulate its value proposition. This is the answer to the question, "Why should someone buy your product or service at all?" Define the problem your offering solves or the desire it fulfills.

Example: Smartphone:

Capture stunning photos, stay connected all day, and experience lightning-fast performance.

Example: Fitness Subscription with Equipment:

Achieve your fitness goals with expert guidance, personalized workouts, and top-tier equipment.

Differentiate Your Company

While your product or service is essential, it's equally important to understand why someone should buy from your company. Highlight your unique selling points, such as exceptional customer service, competitive pricing, or a strong commitment to sustainability.

Example: Smartphone

Superior customer support, affordable pricing, and eco-friendly manufacturing practices.

Example: Fitness Subscription with Equipment:

Certified trainers, affordable membership options, and eco-friendly equipment.

Personalize Your Sales Pitch

Finally, consider why someone should buy from you personally. Your individual expertise, enthusiasm, and ability to build rapport can make a significant difference.

Example: Smartphone:
Deep knowledge of smartphone technology, passion for helping customers find the perfect device, and a track record of building long-term relationships.

Example: Fitness Subscription with Equipment:

Personal fitness journey, passion for helping others reach their goals, and experience in matching clients with the right equipment and plans.

By thoroughly understanding your product or service, your company's strengths, and your own value proposition, you'll be well-prepared to engage with customers confidently and persuasively. 

This foundation will enable you to tailor your sales pitch to each individual's needs and preferences, increasing your chances of closing the deal.