It’s been said when you “assume” something, the spelling of the word says it all, ass of-u-and me. Every sales professional should be aware of the risks associated with assuming their clients understand the key points made. That’s why it’s important that Instead of presenting an important fact and “assuming” your client understands how it applies to them, you should make it a habit to present the fact, then always follow up with the “benefit” of that fact as it applies to your client’s personal situation.
This approach is called “The Fact-Benefit Approach”.
Consider the following examples that show how powerful this approach can be:
Fact – The school is the best in the state.
Benefit – You asked me earlier about schools. If you choose a home in this area, your children will have the benefit of the best education possible.
Fact – The medical center is minutes away.
Benefit – You mentioned that doctors are important to you. Living so close to the hospital will enable you to receive immediate medical attention in the event you ever need it.
Fact – The kitchen and great room have an open concept.
Benefit – You indicated that you enjoy entertaining. Imagine how easy it would be to entertain friends if you we’re to choose this home.
Fact – The beach is within walking distance.
Benefit – When you want to go to the beach, you can grab your belongings and be relaxing with sand between your toes in less than ten minutes.
It’s easy to see how powerful The Fact-Benefit Approach can be. Although it may take some practice, make it a point to always share the benefit of every fact you present to your clients.