Don’t Just Stock Products, Sell Them!

Explain Benefits, Not Features

When talking with customers, keep in mind many beginner and intermediate archers don’t care about product features. They care about how a product benefits them. An Entrepreneur article explains the difference.

“A feature is a factual statement about a product or service,” said authors Al Lautenslager and Jay Conrad Levinson. “Benefits clearly answer the customer question, ‘What’s in it for me?’ Factual statements aren’t why customers buy; benefits are.”

Employees and companies must translate how product features benefit users. You might tell a customer a bow has cut-out risers, noise-canceling dampeners, and a dual-cam system, but those features don’t mean much to most beginners. Translate those features into benefits. Cut-out risers lighten the bow, dampeners quiet the bow, and dual cams make a bow faster and more powerful than a single-cam bow.

What if you’re uncertain if something is a feature or benefit? Ask yourself what you’re trying to sell. Are you trying to sell your customer dual cams or a better performing bow? Always sell the feature’s benefits.

When to Stop Selling

There’s a thin line between selling a product and pushing it. Don’t get too “salesy” or you’ll look forceful or desperate. If you’ve explained everything about a product and the customer isn’t walking to the checkout counter, give them space and time to consider buying it.

Read your customer’s body language and facial expressions to learn when to walk away. If they’re curious and asking questions, stay with them. If they’re quiet or seem distracted, give yourself an out so they can shop on their own. Simply say, “Think about it and I’ll be near the entrance if you have questions.”