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Customers do not buy a new car. They buy prestige, comfort, power and some desire to show off  a little. They also buy the comfortable seats, the great radio, the comfortable AC and heating system that is included in your purchase. They buy the benefits of the product. The product by itself is worthless. The lure lies in the benefits derived from using the product.  That is what all sales people must sell – benefits from the company’s products or services. Make sure to provide your sales personnel with a comprehensive list describing or showing pictures of all those perceived benefits that potential customers will receive from your products or services (i.e. financial happiness, less stress about life insurance, more sex appeal from makeup, softer and more manageable hair from premium shampoo, safer home security with camera system, less constipation and a more ‘regular’ life with medicine supplements, beautiful smile from toothpaste with baking soda, more muscular legs from a premium name brand treadmill, tight rear end from exercise apparatus, happy and contented dog,  cat or fish, comfortable relaxing sofa with built in cup holder, chair or bed that ensures ability to relax, faster or more attractive car, an expensive coat that is made to provide more warmth, powder to stop foot itch, etc).

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