Before taking this course, attendees will talk more about the features of their product rather than the benefits. They will not be seen as a useful source of information but as a commodity sales person. They will feel uncomfortable when talking about the value of their product.

After taking this course, students will have a clear understanding of the benefits of their product and be able to explain how each feature is of value to their customer. They will be trusted by their customer to provide valuable knowledge and know how.

The intended audience is people who are relatively new to working in sales.  They could be someone whose sole job is sales, a one-person company that needs to sell their services to others or someone just starting their own company that needs to sell their products but is not sure how to go about it.  The course would also be helpful for people who have some experience but want to improve their sales performance.

They will be people who tend to focus just on their product rather than the customer and struggle to differentiate that product from the competition.

By taking this course, students will be able to:

1. Distinguish features, functions and benefits

2. Explain why a customer should change their processes

3. Explain how their product is unique and best fits the customer’s requirements

1. Value selling

2. Features, functions and benefits

3. Why change?

4. Why are you unique?

5. Why do you do what you do?

6. Trusted advisor