Features Only Justify The Price!
When I’m training my course “How To Sell Value and Not Price,” I always remind participants that features only justify the price. Benefits justify the purchase.
You have to make sure that you include a customized benefit with every feature that you provide. The customer will always want to know WIIFM – What’s in it for me?
When introducing a feature, use the terminology “you have or you will receive” and “what that means to you” to ensure you provide a customized benefit. That’s how you’ll justify the price and the purchase.