Features and Benefits
Commonly accepted marketing wisdom suggests that customers like benefits. They don’t give a damn about features. A classic Marketing 101 exercise suggests that you take a piece of paper, and on the left side, write down a list of your product or service’s features. On the right side, list the corresponding benefit(s).
In my experience, I am convinced that techniques and methods of sales are teachable to anyone who has the desire to learn. However, there are a few natural skills that are of great benefit if they already exist within those that want to be successful in sales.