The Most Powerful Marketing Questions You Can Ask During A Presentation

By Author: Claude Whitacre
Total Articles: 164
Comment this article

We have all heard the difference between ""Features" and "Benefits". It's Selling 101.

Features are about the product. Benefits are about the customer.

Here's the problem; We still need to show the features to build value. You can't build value without pointing out the features, that apply to the customer.

So there needs to be a way to translate the feature you just showed into a benefit that will cause an emotional reaction with the customer. Features are logical. Benefits are emotional. Got that?

Here's how I bridge that gap.
First, I create a list of features. I put those features in an order that will make the demonstration flow smoothly. Now you have the bones of a solid demonstration.

After I mention any feature, I make sure I have at least two or more ways that this feature will benefit the customer.

The transition phrases are;
"...which means to you""
"...and the real benefit to you is."
"...and the advantage to you is"
".and so this gives you"

For example; You are showing a vacuum cleaner that has an automatic height adjustment .
"Do ...
... you see how this nozzle automatically adjusts to any height of carpet?
The benefit to you is that you won't ever have to adjust it yourself...and you'll have the most airflow all the time. The real benefit to you is that this also makes the vacuum super easy to push, so it won't irritate your joints or tire you out. Do you like that?"

See how you can make that one single feature sound like This machine is made just to make their life easier?

You can do the same thing with just about any feature...on any product or service.

By the way, don't say "Do you like that?" unless you see positive head nods, smiles, and feedback that they do like what you just showed them.

Never ask if they like something unless I know for sure that the answer will be "Yes".
This is during the presentation, and after you ask qualifying questions.

If you use this idea, you'll see a huge difference in the value the customer sees in the product you are showing them.
Local Small Business and Marketing expert Claude Whitacre is author of the book The Unfair Advantage Small Business Advertising Manual. You can purchase the book for $19.95 at amazon.com. You can also download your Free copy of the complete book at http://local-small-business-advertising-marketing-book.com/