Consultative Selling/Mac Hanan 24-25

25 Consultative Selling, performance benefits are insufficient reasons for a customer to buy. Performance benefits describe what a product is; they are operating specifications. Consultative Selling requires a seller to describe what a product does; these are its financial specifications. It is the end accomplishment of a product's performance benefits that must be sold.

The second stage in translating performance benefits to financial benefits is the calculation of their dollar values. These values, referred to as incremental profits, are the consultative seller's stock in trade.

Mentioning product, elaborating on the technological superiority of equipment, extolling its construction characteristics or other qualities--all are meaningless unless their incremental contribution to the system's capability for profit improvement is quantified.

What is the contribution to customer's profit?...is their key question.