Wait. Before you wonder what I've been sipping, let me explain that I'm simply suggesting a word to replace benefits: “results.” My reasons are twofold:

1. “Benefits” is a tired, overworked old cliche. It has become meaningless, or at least diminished, in practice as evidenced by its relative lack of use, and abuse by sales reps. Sales reps hear from the very first day of Sales 101 that you should “Present the feature, then the benefit,” and so on. And that's what causes sales reps to memo­rize lists of product features and the corresponding benefits-or so they think. Problem with that is, even if you do remember to mention a benefit and attach it to a feature, it might be meaningless to the listener. Or worse, it could be a liability. That's because-write this down-a benefit is only a benefit if the person hearing it perceives it to be a benefit at the very instant he/she hears it.

Bottom line is, not enough sales reps use benefits, which are basically what the features will do for the listener. So, let's use a different, more descriptive word to explain what we need to be presenting as sales reps: “results.”

2. “Results” forces the sales rep to think. He must determine what he can deliver the prospect/customer, in terms specific to the listener. Just the word “results” implies that something happens, which is really why people buy. After all, people only buy because their perception of the end result of what they will get as a result of buying from you is positive. Let me say that again. People only take action on your offer because their picture of the results they'll get by doing business with you is positive. So, results helps the rep take his/her mind off of talking about the product, and instead focusing on what it will do.

Here are just a few examples of talking about results.

o When leaving a voice mail message with a prospect: “This is ____ with _____. I've got some ideas I'd like to run by you regarding how we've worked with other personnel agencies in cutting their classified advertising expense substantially .. .”

o When justifying your call to the screener: “The reason I'm call­ing is that depending on the promotions you have planned next year, we might be able to help you increase your attendance and get greater corporate exposure in the media. I'd like to ask her a few questions to see if this would fit in with your plans.”

o On opening statements: “The reason I'm calling is that we spe­cialize in working with dental practices in helping them educate their patients and generate more office visits. To see if it would be worth your while to look at what we have, I'd like to ask a few questions about your practice.”

Notice that none of these talk specifically about the product. The interest is created by the results.