| Sell the Sizzle, Not the Steak. This point became | | | | am using answer the benefit question?" For |
| overwhelmingly clear recently while eating at a | | | | example, a salesman might say that his product |
| local Mexican food restaurant here in Texas. | | | | has the feature Super X. The benefits question |
| Someone had ordered Fajitas. It was interesting | | | | doesn't get answered. What does that do for the |
| to note that as the waiter brought out the plate | | | | client? It actually would be better to state what |
| of sizzling beef strips, all the heads in the room | | | | the feature means to them; how it improves |
| turned to notice what delicacy was heading their | | | | their life, makes their job easier, or adds value to |
| way. Hence the statement "Sell the sizzle, not the | | | | your overall proposition. That's a benefit. That's |
| steak." Steaks had no doubt been brought to | | | | the sizzle, not the steak. Make sure you sell what |
| various tables with little or no fanfare. However, | | | | it does, not what it is. |
| when the Fajitas entered the room, everyone | | | | I have been selling life insurance for years and |
| took notice. You may ask what this has to do | | | | what strikes me as extremely interesting is that |
| with sales. It's a question of selling features or | | | | if you were to ask 100 insurance agents what |
| benefits. | | | | they sell, I can almost guarantee you they will tell |
| The brochure mentality is prevalent in some sales | | | | you life insurance or health insurance. If you were |
| organizations. The company has spent a great | | | | to ask any potential client what they are truly |
| deal of money on brochures, so the easiest sales | | | | looking for, they would tell you safety, security, |
| technique is to simply sell from the brochure. | | | | and peace of mind. Unfortunately, some times we |
| However, the problem is that most brochures list | | | | are not selling what the client is really looking for. |
| features, not benefits. Features don't sell. Benefits | | | | Why? Because we are selling the steak instead of |
| do. What's the difference, you may ask? One is | | | | the sizzle. We are selling features instead of |
| the sizzle; one is the steak. A feature states what | | | | benefits. Remember to always ask yourself, |
| something is and a benefit states what it does for | | | | "Does the manner in which I am selling answer |
| the client. Ask yourself, "Do the sales techniques I | | | | the benefit question? |