In their pamphlet “Why Don’t Those Salespeople Sell,” Learning Dynamics Incorporated, a sales training firm, cites poor ability to present benefits as one of ten reasons why salespeople fail to make the sale. “Customers don’t buy products or services,” the firm explains. “They buy what these products and services are going to do for them. Yet many salespeople describe only the features, assuming the customer knows the benefits. Salespeople need to know how to translate features into benefits, and then present them in a customer-centered language.”
