What’s In It For Me?

Today we have a guest post from seasoned business development expert and all-round great guy, Chris Abbey. Chris and I worked together for many years in a ‘previous life’ and when it comes to relationship selling, he is one of the best I have seen. Chris has his own business development blog (www.abbeysbdcorner.com). Chris can be reached via LinkedIn: (Chris Abbey) I hope you enjoy Chris’s offering:


If you are in sales, you likely offer your prospect a list of features of your product or service. It’s difficult to imagine selling anything without mentioning the reasons why your offering is great. Over the years I have sold several different products and services. At first, it used to be my habit to tout the features or qualities of what I was selling; and that is still something I do today. However, these days I don’t just list features; I go further and explain the benefits of those features.

Over time, I learned people were not interested in why my offering was good or different, but they were really interested in how my offering could help them. People want to know, “What’s in it for me?” So, I always try to illustrate that for them.

I have never had anyone buy from me because my company has been in business for more than 80 years. But I have had prospects respond to the idea that 80 years of experience has provided us with tons of lessons that could save them time or money.

No one ever bought the market data I was selling simply because it was the most recent available. But people did buy my information because the freshness of it enabled them to make reliable forecasts for their business.

Currently, my office is situated so that I can hear vendors make their pitches to the decision-makers at my company. Nearly every day some sales rep will come in and rattle off a list of features, firsts, mosts, biggests, bests, or whatever of their product or service. None of that impresses the person they are pitching. The vendors who make sales are the ones who point out their offering will benefit us.

Whatever you are selling, try listing at least one benefit for every feature you mention. If your copier is faster than your competition’s, point out the time spent at the copier will be reduced so the extra time can be spent on more important things. If your moving company has completed more corporate moves than anyone else in town, let your prospect know that all those moves have given you special insights into how to relocate them with minimal interruptions of their operations.

Benefits are amazing things and pointing them out will enhance your offering exponentially. Just remember to think about what’s in it for the person you are talking to. If you get into the habit of selling the benefits of your offering rather than the superlatives of your offering, you will see results; and ultimately you will see what’s in it for YOU.


Bobby Darnell is the founder and Principal of Construction Market Consultants, Inc. An Atlanta based management consulting group specializing in business development, sales, marketing and profitability as well as executive placement for the Architectural, Engineering and Construction industry.

Bobby can be reached at bobbydarnell [at] cmconl.com


About the Author

Bobby Darnell is the founder and Principal of Construction Market Consultants, Inc., An Atlanta based management consulting group specializing in CRM, Business Development, Sales, Marketing as well as Executive Placement and Recruiting for the Architectural, Engineering and Construction industry.

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