Benefit Questions Create Attitudes

Your products and services have many benefits to offer a customer. Some of them are unique and only you offer them; some are distinctive which means that your competitors also offer them, but you focus on them in such a way that makes them noticeably and quantifiably different.

With so many benefits to offer the customer, the question becomes, "which will be the one(s) that motivate purchase?"

The purpose of this book is to help you learn how to ask questions about your benefits in such a way that you will be able to:

• Discover true buying motives important to the customer
• Rehearse the prospect to sell internally for you when you're not around.
• Rehearse the prospect to defend the criteria and expectations you helped set thereby turning changeable beliefs into attitudes resistant to change
• Competitor-proof your customer
• Enable the customer to make the claims for benefits to be received, thereby transferring the burden of proof from you to the customer
• Identify others in the organization who will also receive benefits
• Get the decision-maker to feel good about providing benefits to others in the organization