Benefits are the reasons why we make purchases! It is how we justify buying everything. For example, when you go shopping for new clothes you don't go with the intention of just getting something to cover your body. You want items that are going to look good, be comfortable, fashionable and maybe even carry a name or a logo that will make you feel more successful. Which brings me to the next benefit of using benefits. (Did you like that?) When used correctly, benefits create a positive emotion. We not only want our clients to buy our services and products we want them to feel good about buying our services and products. If you pay attention to advertising you will quickly notice that it is all geared toward provoking a positive emotion. Even new car ads highlight the feeling of driving and owning the car. You often see images of people being adventurous, enjoying the power or admiring the luxurious feel of the vehicle. Some manufacturers even highlight the importance of the emblem as a status symbol. The emotional sell is much more predominate than the need sell. This is used very successfully in the sales department but we forget about it when selling service.

Our goal in service needs to be to sell in a way that makes clients feel good about making the purchase. This means the days of reciting a list of recommendations and prices are long gone. It is critical that we use simple benefits to which clients can relate. First let's look at the different types of benefits.

General

Could be used with any service

• To avoid expensive and time consuming repairs
• Certified Technicians will perform the work
• Peace of mind that the vehicle has been completely inspected and maintained by a professional

Job Specific

These only work on specific services

• May notice better fuel economy (I never promise this, just suggest)
• Better handling
• Smoother ride
• To get the best possible performance

Personalized

Based on the client's needs and driving habits. Personalizing benefits will get the client's emotions going. When you personalize your benefits it shows that you have taken an interest in your client's wants and needs. Just take bits of information about your client's family, use of their vehicle or special plans and incorporate that information into your benefits.

• So you and your family enjoy the smoothest ride possible while traveling next week
• I know you have a long commute to work so I want to make sure you are getting the best possible fuel economy
• Taking care of this service today will help you feel safe and secure while driving your kids to their special events
• I know that when your truck is in the shop you are losing money so I would like to do this preventative maintenance to help prevent you from having more down time in the future.

You may have noticed how easily these personalized benefits could be transitioned into a personalized close. The key is to ask questions and listen to your clients so your presentation is relevant to their lifestyle and driving habits. It's not about maintaining the car; it is about maintaining your clients!

The previous is a direct excerpt from Words That Sell Service