If Only Products Could Sell Themselves

Good salespeople always have a place in the home care industry. If the Lord did not see a role for the well-trained salesperson, he would have made products that sell themselves. Anyway, that apparently has not yet happened. While many products come to us in interesting colors and some have unique customer eye appeal, most need a message from the salesperson if they are ever going to leave the warehouse.

The product presentation to an interested customer or referral source can focus on any one product element or several. Which of these elements should you include in your presentation, and which should you talk about first?

Product Features — Every product comes with a select list of interesting features. These may include the size of the handles, the color of the knobs, the fabric in the chair, the materials inside the cushion, the construction of the wheelchair or the adjustments on the walker.

These are the elements that usually are observed by the customer but that often still need to be identified by the salesperson. Make a list of the key features of each of the products you sell.

Product Benefits — While the features are observable and often can be handled and touched, outlining the benefits requires more thought. For example, a lightweight wheelchair may be easier for an elderly spouse to place in the back of a car. A special kitchen aid with a rubber handle may provide additional control and help a stroke patient who lives alone fix her own meals. People are more apt to be convinced about the value of the product because of its benefits than they are because of the product's features. Benefits give the product a “life” and can help identify how the product can make a difference in someone's world.

Personal Connection — When the product makes a personal connection to the customer, its value and importance immediately increase. Will the product allow the customer's mother to visit more easily with family in other parts of her community? Will the bedside commode make it easier for her husband during the night rather than waking someone to walk him the long distance to the bathroom?

Cost/Reimbursement — Always consider the issue of cost because someone is always going to have to pay for the product. Become an expert in all areas of payment, cost and reimbursement issues for your products.