zandax online course logo
Info, Blogs, Contact & Login

10 Errors to Avoid in Sales Part 5: Not Presenting the Benefits to Your Client

From the ZandaX Sales Blog

Articles to make you more effective in your sales career

10 Errors to Avoid in Sales Part 5: Not Presenting the Benefits to Your Client
A post from our Sales blog

      Written by John Boddington

How do I present my benefits to a client?

There is a wonderful restaurant in the town of Hermanus, along South Africa's coast on the Indian Ocean side. A large portion of the restaurant has large windows that are sea facing, and positioned at the top of the coastal cliffs, it affords a spectacular view across the bay.

This particular bay is one in which whales, making their seasonal migrations north and south, stop to frolic in. If you eat at this restaurant, at either of those two periods, and sit at a table at the windows, you can whale watch while you eat. It is an incredible experience.

Presenting Benefits

What is even more incredible though, is just how easy it used to be to get a seat at the window. And the reason for that is that not enough people were aware of this. The entrance to the restaurant was not on the same side of the building, and so if you were in the parking lot, or the road passing by the front of the restaurant, you might not have guessed at the views on offer.

Throughout almost the entire summer holiday period one year, the restaurant had a sign outside that said, "Ocean view seating available!". The last summer that I holidayed there was one just after I had gone into sales, and had been trained about selling the advantages of your products, not listing the features. Every time I visited the restaurant, and amazed at how easy it was to get a table with this stunning view, it amazed me that they were just listing a feature. Yes, they had ocean view seating. What they should have been putting in the sign was the benefit of that, that you could whale watch while you eat. I bet that would have got far more people through the doors!

Learn to present the benefits to your clients

Over the years, I have met many sales people that made the same mistake. They listed the features of whatever widget they were selling, without explaining the advantages that it gave, and then the benefits this gave to the client. The last motor vehicle I bought, while taking a car for a test drive, the salesperson rattled off an entire list of features, including one about features of the gearbox. Talking to him later, it turned out that he was new to sales, which might have explained it, but he did not list one benefits of these features as the driver. He was lucky, and we liked the car and bought it anyway, because my wife had driven a similar car before. If that was not the case though, he would have had a far better chance of selling the car to us if he had told us what benefits there were, such as the low road tax that I benefit from because of the low emissions. People are far more inclined to buy something if they can see how they will benefit from it. Or eat at a restaurant if they know that they can watch whales play while they eat.


So, if you are in sales, when was the last time you checked to ensure that for every feature you listed to a client you gave a corresponding benefit to them? If you are a sales manager, when have you listened to see if your sales people are giving the benefits? And are you doing it naturally? Does the conversation flow, or does it sound like you are listing just features and benefits? If it does sound like you are just going through a checklist, you need to practice so that it sounds natural.

If you, or your team, are not successfully explaining the benefits of your product to your clients, make sure that you avoid the mistake that restaurant in Hermanus was making, and learn to explain the benefits of your products to your clients in a natural way. I guarantee it increases sales.


If you would like to read more about how to present your benefits to the client, why not look at the SPIN Selling Model? The N stands for Need pay-off questions, which is effectively how your benefit solves the client's exact problem. It is a great site to view more details on how to obtain this.

What do you think? Let us know what you think in the comments below.

Download our Free eBook:
10 Errors to Avoid in Sales
More Recommended Articles
Online courses to boost your skills
Click a button to see more about each course
Personal Development
Microsoft Software
online logo
ZandaX – Change Your Life ... Today
All content © ZandaX 2021
Close menu element
See how you score on a range of skills that are critical to your well-being and performance
Communication Skill test
Communication Skills
How Can You Communicate Better?
Would you like to see what kind of communicator you are? And how you can improve the effectiveness of your communications?
Likeability test
How Much Do People Like You?
Do you sometimes wonder just how likeable you are? And wouldn't you like to see how you can (genuinely) become more likeable?

Time Management test
Time Management
How Can You Make More Use Of Your Time?
Are you frustrated by how easily time slips away? Do you get frustrated when things don't get done just because you run out of time?
Assertiveness test
Are you Passive, Aggressive or Assertive?
Would you like to know where you fall on the behavior spectrum? Does your response to events sometimes surprise you?

Close menu element
Information & Resources
ZandaX information
Read more about us, our Privacy Policy and our Terms of Service
See how we want to help you, and how we make everything easy for everyone
Callback request
ZandaX Blogs
Articles to increase your knowledge and understanding in key areas of your life and career.
Read our blogs on Personal Development, Business Skills and Leadership & Management

Time Management test
Log In
Log in to your online dashboard
View your courses, review what you want and download your workbooks and certificates
Assertiveness test
Contact Us
An easy online form to get in touch
With options for More Information, Customer Service and Feedback

Close menu element
Learn About:
Personal Development
Microsoft Office
Microsoft Project
Microsoft Visio

[NOTE: Mouse over the titles above,
then to visit the website pages you want,
click on the links in the right hand panel]
Our courses
We have everything covered: learn all applications at all levels!   All courses are CPD certified.
Microsoft Excel courses
Microsoft Excel Introduction
Microsoft Excel Professional
Microsoft Excel Intermediate
Microsoft Excel Advanced
Microsoft Powerpoint courses
Microsoft Powerpoint Introduction
Microsoft Powerpoint Advanced
Microsoft Word courses
Microsoft Word Introduction
Microsoft Word Intermediate
Microsoft Word Advanced
Microsoft Powerpoint courses
Microsoft Access Introduction
Microsoft Access Intermediate
Microsoft Access Advanced
Microsoft Outlook courses
Microsoft Outlook Essentials
Microsoft Project
Enhance your project management with our two intensive but very easy-to-follow CPD certified Microsoft Project courses.
Microsoft Project courses
Microsoft Project Introduction
Get a solid foundation in Project software to create solid, resilient project plans.
You don't need prior experience with Project: just be able to use a PC with Microsoft Windows.
Microsoft Project Advanced
The Advanced course takes you to a level that will put you in complete control of your projects.
You should, of course, be fully conversant with the skills and concepts taught in the Introduction course.
Microsoft Visio
Become a Visio master with our two intensive but very easy-to-follow CPD certified Microsoft Visio courses.
Microsoft Visio courses
Microsoft Visio Introduction
Get a solid base for using Visio to create high quality, impressive diagrams.
You don't need prior experience with Visio: just be able to use a PC with Microsoft Windows.
Microsoft Visio Advanced
This course will enable you to use Visio to design graphics at the highest level.
You should, of course, be fully conversant with the skills and concepts taught in the Introduction course.
Take a look at our new Marketing section which we begin with two great books on Copywriting.
... There's lots more to follow, so stay tuned!
Copywriting books
Copywriting for Results
A two-book set that will give you all you need to write great copy every time.
Get the first book to learn the process, then the second to see how to apply it to all media types.
  • Copywriting for Results: Your Complete Guide
  • Copywriting for Results: Putting It Into Action
Watch This Space
We have more in the pipeline so be sure to check back soon to see what's new!
More marketing books
Great, easy-to-follow CPD certified courses on skills that will change your life!
Learn How to Stop Wasting Time!
Time Management course
Get more out of every day of your life ...
Boost Your Self Esteem: Be Assertive
Assertiveness course
Learn how to deal with bad behavior
Great Communications = A Happy Life!
Communication Skills course
Supercharge your communications
Improve Your Relationships
Building Relationships course
Learn how to be more likeable!
Get a Plan to Beat Your Stress
Stress Management course
Learn how to reduce & manage your stress
It's the Behavior, Not the Anger!
Anger Management course
Control anger in yourself and other people
Site Cookies
We have placed cookies on your device to help make this website better.

You can change your cookie settings in your browser. Otherwise, we'll assume you're OK to continue.

I'm fine with this