Units of Conviction
Concise, carefully prepared "mini presentations"
Building blocks in constructing the information you present.
Prepared ahead of time
Practiced until you are comfortable
Add them to your store of available options for later use.
Become a permanent part of your selling arsenal.
Learn how to personalize units of conviction
Recall them in the best order for helping the prospect see them clearly
o
o
o
o
o
o
o
Each unit or mini presentation consists of
five elements
Feature
Buying Motives To
Associate With A Benefit
Benefit
Buying motive associated with this
benefit
o
Evidence or proof statements
o
o
o
o
Quality
Convenience
Cost saving
Status
Security
Nail down or trial close
Features
The components of your product or
service
They are the same no matter who
uses the product or service.
Benefits
Benefits are the value to the
customer
Translating features into benefits
is one of your most important
skills
Transitional phrases connect
features to benefits
Because ..
This lets you …
That means …
What this gives you …
Feature benefit worksheet - exhibit 11.5
o
o
You need to develop a general sheet
A specific sheet for each customer