In complex sales, buyers purchase benefits, not features.
Buyers want to know whether the benefits generated by specific features of the seller’s solutions will address their issues and deliver the benefits they seek.
Getting this right starts in the Capture phase – listening and making sure you really understand the buyers needs. And more than just the specifications, what the implications or consequences of having a compliant response to those needs – the benefits of that solution to them – will be.
Later, in planning your proposal or bid, ensure your language has the right customer focussed emphasis – starting sentences with the buyer’s name and the buyer’s benefits – delivered by your features (in that order) helps them choose you over your competition.