Feature, Benefit, Proof
After every feature, say which means and the benefit, then for example and the proof.
A standard sales-training habit that is sensible but has not been tested in controlled studies.
Why it works
A feature is about you. A benefit is about them. Proof stops the benefit sounding like a boast. Together they answer the buyer's silent question: so what, and can you prove it?
How to do it
- List your features: what you do, how you do it.
- For each, finish the sentence which means for you that.
- Add one example with a client type, a place or a number.
- Drop any feature you cannot turn into a benefit.
What to say
We only recruit for agriculture, which means the candidates already know dealers and farmers. For example, the territory manager we placed in Indore hit target in his first season.
We send three profiles, not thirty, which means your team spends one hour, not a week, on screening.
Avoid
Listing features one after another with no benefit. The buyer has to do the work, and usually will not.
Example
Neha, a consultant in Delhi, told an HR head at a fertiliser company: we check every candidate's last two dealers by phone, which means you won't hire someone who only looks good on paper. For example, last quarter we dropped two of seven candidates after those calls.
Practise it
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