A senior executive in a consulting firm asked me a question this week that made me think for a moment before I answered.

His question was:

"Apart from the basic stuff, what is the most important aspect of selling?"

The question reminded me of a saying in B2B Sales that you should sell the benefits that your product or service delivers, not the product or the service itself.

However, as true as that saying is, there is a way take this basic concept to a whole new level.

May it help you stand out from the rest and win you more deals!

Here’s how...

To illustrate, let me give you an actual client example from just before the pandemic:

The CEO of a chemicals supply company got in touch as he was looking for ways to grow his revenue (don’t they all?). Specifically, he wanted to figure out how his team could sell more of their slow-moving but high-margin items.

The company sells specialist cleaning products. Typical customers are commercial and industrial businesses, such as hotels, restaurants, schools, mechanical workshops, etc.

The sales team is used to selling the products old-school, visiting potential client sites door to door. When they speak to a potential buyers they immediately promote the product features to highlight their efficacy.

I asked the CEO how well his business is performing, given this product-led approach.

His answer was that his sales had been plateauing for some time, which is why he had reached out to me for advice.

So I asked him to consider two business-critical questions:

1. What are your buyers REALLY buying?

2. Are you selling "The benefits of the benefits"?

I explained:

If you sell a can of graffiti remover to a high school. What is it that you actually sell?

Are you selling the can?

Or are you selling the removal of graffiti?

If you answered "the removal of graffiti" then you're on the right track.

So: What Are The Benefits of the Benefits In This Example?

What could be the positive consequences for a school when graffiti gets removed?

Some benefits that come to mind are...

1. The school will no longer look like it was taken over by a crime gang.

2. The clean look of the school will improve the school's reputation in the community, particularly among the parents with kids at school age.

3. The school's teachers, staff and principal will also have their reputations enhanced.

4. Parents will be more inclined to send their kids to this school because it now looks and feels safe.

5. A school with a great reputation will in turn attract higher quality teachers.

6. Higher quality teachers will attract more parents who decide which school their kids will attend.

It's win-win-win! Happy days!

So, coming back to my conversation with the CEO of the cleaning products company:

Think about it:

What are you really selling?

Are you really just selling a can of graffiti-remover?

Again: Are you selling a can of graffiti-remover?

Or: Are you selling the vision of a better school in a happier community?

So, next time you are on a sales call, why not think about selling more than just your product or service?

Are YOU selling the benefits of the benefits?

Now: How could this concept apply to your business and to what you are selling?

When you figure that out you open the door to more sales and higher margins.

Feel free to contact us if you'd like help with that.