How can you select solutions that match specific benefits with buying motives?
• People buy products when they perceive that they fulfill a need
• Today's more demanding customers seek a cluster of satisfactions that arise from the product itself, the company, and the salesperson
• It is a mistake to make benefit statements that do not relate to the specific needs of the customer
• Present benefits that are precisely tailored to the customer's needs. Benefits that are not relevant waste time and may invite objections.