Introduction

People buy benefits, not the features of our products and services. Highly successful sales representatives have long understood this simple fact. These successful individuals have a different approach to their customers, not to mention a very different view of their job. This program will confirm what successful people have already discovered. It will polish your existing skills and will help you develop the specific skills required to initiate a customer-focused approach to sales, known as Consultative Selling.

When we say "people buy benefits," we mean that they want to have the positive effects in their life brought about by the outstanding products and services our company provides. Our products and services are instruments whereby our customers can achieve beneficial effects, like convenience, peace of mind and even increased wealth.

It is important to realize, however, benefits are tied closely to personal needs. Customers will value the beneficial effects of our products or services in their life only to the extent they have a need, goal, or objective that can be satisfied or fulfilled by those effects. When customers have needs that allow them to experience and enjoy the valued benefits of our products and services, we say they are satisfied customers.

This program will help you satisfy customers' needs. The primary objective of our Customer Service Representative is to provide products and services to meet the needs of our customers so they become satisfied customers. When this happens, the Customer Service Representative will then become a Customer Satisfaction Representative.

The reason for this emphasis on satisfaction is based on extensive research showing:

  • sales representatives who adapt to this type of customer focus are far more successful in terms of getting business than those who do not, and

  • customers feel more confident in and are better served by the representative who is customer-focused rather than product-focused--they want to develop a long-term relationship with the CSR.




© 1996 PANTHEON PARTNERS INTERNATIONAL