december2022 - 33

Remember that features are what the
point is, not what it does. For example,
an on/off switch is a feature. The benefits
are that it turns the machine on
and off and saves electricity.
List the features in a logical explanation
order and not particularly from
the most to least important. If you do
this on a computer spreadsheet, you
will be able to easily cut, paste, and
rearrange the features to get them in
the exact order you want.
The reason you want to arrange
this list in a logical order is threefold:
1. As you know when giving a presentation,
there are always interruptions,
questions, and other disruptions.
If you have your presentation
in a logical order, you will find it
easier to get back on track when you
get back to selling, and you probably
won't miss some important features.
2. If you present the highlights first,
the other features might make your
presentation boring.
3. Once you do this, you will be in a
position to become a real expert on
the product.
Now that you have every possible
feature you can find on your spreadsheet,
add another column or two for the
benefits of each of your listed features.
Most importantly, when you list the
benefits besides the features, write them,
highlighting what those features mean to
the user. For example, let's say this new
gizmo you're selling comes with eight
adapters to fit most major scopes on
the market. Yes, this is important if you
present it with, " This gizmo comes with
eight adapters to fit most major scopes
on the market. This is important to you
(Mr./Ms. Prospect), so you will not need
to buy any additional adapters and won't
need to look all over for the right adapter
since all eight are stored right in the unit. "
Even though you will not be writing
them on your spreadsheet, remember to
trial close with these more important
features and benefits.
3604
" Unless you really
work on your
presentation, your
customers won't
have a chance of
understanding it
either, and probably
won't buy it. "
" Do you like the convenience of all
the adapters being stored in the unit? "
Now, complete the task of listing
all the benefits you can think of
besides the features on your spreadsheet.
This may take a while to do it
right and may even involve a call to the
company product manager or even the
manufacturer, but in the end, you will
truly be a product expert.
Hopefully, after this exercise, you
will not have what I call the " rule of
number 26. " The rule of 26 states that
if you prepare yourself with knowledge
of the top 25 features and benefits of
a product, the very next prospect will
ask you about number 26.
For more information, click on " PD e-inquiry " at
VehicleServicePros.com
Professional Distributor I December 2022 I VehicleServicePros.com 33
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december2022

Table of Contents for the Digital Edition of december2022

Editor's Note: The technician shortage is getting real
Sneak Peek
Most Wanted
Electric vehicles - coming to a shop near you
In Focus
Diagnostic Tech: Using digital tools to reduce the friction of running a shop
Show Me Your Truck: 'Look at that Bad Larry!'
Go Sell Something: Writing a sales pitch
Driving Sales
Tales From the Road: An entrepreneurial spirit
SEMA/AAPEX Wrap-up
Diagnosing Progress
Common diagnostics and trends in hybrid and electric vehicles
Diagnosing faults on modern vehicles
The real cause of P0420/P0430 DTCs
How diagnostic tools cut through the ADAS confusion
When the tools become the tutor
Diagnostic products
december2022 - 1
december2022 - 2
december2022 - 3
december2022 - Editor's Note: The technician shortage is getting real
december2022 - 5
december2022 - Sneak Peek
december2022 - 7
december2022 - 8
december2022 - 9
december2022 - 10
december2022 - 11
december2022 - Most Wanted
december2022 - 13
december2022 - Electric vehicles - coming to a shop near you
december2022 - 15
december2022 - 16
december2022 - 17
december2022 - 18
december2022 - 19
december2022 - 20
december2022 - 21
december2022 - In Focus
december2022 - 23
december2022 - 24
december2022 - 25
december2022 - Diagnostic Tech: Using digital tools to reduce the friction of running a shop
december2022 - 27
december2022 - 28
december2022 - 29
december2022 - Show Me Your Truck: 'Look at that Bad Larry!'
december2022 - 31
december2022 - Go Sell Something: Writing a sales pitch
december2022 - 33
december2022 - 34
december2022 - Driving Sales
december2022 - 36
december2022 - 37
december2022 - Tales From the Road: An entrepreneurial spirit
december2022 - 39
december2022 - SEMA/AAPEX Wrap-up
december2022 - 41
december2022 - 42
december2022 - 43
december2022 - 44
december2022 - A1
december2022 - A2
december2022 - A3
december2022 - Diagnosing Progress
december2022 - A5
december2022 - Common diagnostics and trends in hybrid and electric vehicles
december2022 - A7
december2022 - Diagnosing faults on modern vehicles
december2022 - A9
december2022 - The real cause of P0420/P0430 DTCs
december2022 - A11
december2022 - How diagnostic tools cut through the ADAS confusion
december2022 - A13
december2022 - A14
december2022 - A15
december2022 - When the tools become the tutor
december2022 - A17
december2022 - A18
december2022 - A19
december2022 - A20
december2022 - Diagnostic products
december2022 - A22
december2022 - A23
december2022 - A24
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