Group Sales—Presenting Creative Solutions GS203

Group Sales--Presenting Creative Solutions GS203

Explaining Objective, Feature & Benefit Statements

Customers do not make purchases because products have certain features; they make purchases because they see certain benefits in the products that match their objectives. It is the salesperson's job to make logical connections between the customer objectives and the features and benefits of the product or service. OBF charts can help the salesperson make that logical connection; then the salesperson can explain the relationship in a discussion or in writing.

Objective: What the customer wants. This is, of course, customer-driven. The salesperson must determine the objectives by asking the customer.

Benefit: Produced by the features and help achieve the objectives. Also, customer-driven.

Feature: A characteristic of the property.

An objective could be an objective for the group or for the decision maker. An objective can be a practical need such as writing the company's strategic plan within two days (for a corporate group), a logistical need such as speedy check-in for the group, or even a personal need such as recognition for the meeting planner. Features can be described without any reference to the customer's needs. Benefits must relate to the customer's needs. Examples of features include: 24-hour room service; indoor swimming pool; express checkout; concierge; valet parking; nightclub; weekend discounts. Examples of benefits include: more comfort; increased convenience; saved money. Key words to phrasing benefits include: increased, decreased, enhance, eliminate, maximize, minimize, save, gain.

Salespeople should avoid explaining features that cannot be linked to a customer's objective. Yet, it happens often. An example is the meeting planner who is in charge of the youth soccer tournament, who has to listen to the salesperson describe the recently renovated nightclub. An even more common example is the meeting planner who is planning a convention in December in New England but must listen to the salesperson brag about the Olympic-sized outdoor pool. Remember: the customer only cares about features that will lead to a benefit that will help the customer meet his or her objective.

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Imagine you are a salesperson, and you've asked a meeting planner what the purpose of the meeting is. She tells you that the purpose is to reward the attendees for a year of hard work. You immediately think of your award-winning banquet department. Here's how you might address her objective with a benefit and feature:

"Ms. XYZ, I understand that the main objective of your upcoming event is to reward your attendees (objective). Our award-winning banquet department can provide a theme dinner party that your attendees will never forget (feature), making them feel that the company really appreciates their efforts (benefit)."

The keys to successfully implementing OBF selling are practice and product knowledge. Product knowledge is particularly helpful during personal or telephone selling, when the response to the customer's objectives must be immediate.

If a customer requests a proposal in writing, the salesperson has the luxury of completing an OBF chart and composing a proposal letter, based on the customer's objectives.

In this next example, a tour director stopped into the fictional resort in Some, Massachusetts for a quick tour. She told her salesperson that she did not have much time but would like a tour followed by a proposal in writing. This usually means that the customer wants space/date availability and room rate quotes. Her sales person, Alison, asked questions and took notes on the answers. When the customer was leaving, Alison promised to fax her a proposal within 24 hours. Then Alison completed an OBF chart, and composed a letter based on the chart.

Objective-Benefit-Feature (OBF) Chart Name of Group: XYZ Tours Name of Contact: Ms. XYZ

Customer Objectives

Smooth, fast check-in for group

Benefits Easy arrival for attendees

Features Pre-registration service

Accommodate special dietary Pleasant dining experience for Special meals provided by

restrictions

all attendees

chef

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Month Date, Year

Ms. Francine Hadley Director, Travel & Meetings Acme Brick, Inc. 100 Main Street Springfield, MA 01234

Dear Ms. Hadley:

Thank you once again for your visit to the Westin Cambridge last week to tour our hotel for your upcoming Regional Managers Meeting. It was great meeting you, and I am delighted about the possibility of working with you and Acme Brick, Inc.

Based upon our discussions, you are looking at the dates of October 17-19, 20XX for 80 rooms each night. We do have rooms available over those dates at a discounted group rate of $225 per room, per night, plus tax. We also have a private function room, accommodating up to 180 people on October 17 and 18.

When we met, you explained how important it was to provide your group with a smooth, fast check-in. We will make it easy on you and your weary travelers by pre-registering your group. That way, when you arrive, the attendees will only need to pick up their keys and go straight to their rooms.

You also explained that many of your attendees have special dietary restrictions. We will be ready and equipped to support any specific dietary needs! Our Chef is prepared to provide custom meals for those that identify their needs and we can ensure you that all attendees will enjoy their dining experiences with us.

Francine, I will call you on Thursday, June 18, at 1:00 pm to review the enclosed proposal and meeting space recommendations as well as to answer any of your questions. In addition, as we discussed, our new photography and virtual tour of our meeting space is available on our website at . Until Friday, I am accessible at any time at either 401-555-1111 or awonderland@.

Thank you again for your interest in the Westin Cambridge. We want your business!

Kind regards,

Alison Wonderland Sales Manager

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