The typical approach of presenting features and benefits to prospective buyers in the out-of-home (OOH) industry can often be repetitive and ineffective. It's likely that by the time you give your presentation, the prospect has already heard similar information from your competitors. Merely emphasizing features and benefits doesn't set you apart—it merely distinguishes you by your company name or a friendly demeanor. To truly stand out, you need more than that.
So, here's the crucial question: if features and benefits don't persuade people to buy, what does? The answer lies in emotions. You've probably heard the saying, "People make buying decisions emotionally, then justify those decisions intellectually." And it holds true. While benefits may appeal to the intellect—such as increased impressions, right-hand reads, high traffic counts, sharper colors, and better creativity—they don't tap into the emotions. Although we may attempt to sell based on these intellectual factors, it usually won't work.
Professionals in the field understand that the best approach is to identify and address pain—a strong emotional and compelling reason to change the current situation. Pain is a powerful motivator that drives focus and decisions, surpassing other emotions. That's why top salespeople disregard features and benefits and instead concentrate on what prevents the prospective buyer from achieving their goals, doing what they desire, or reaching their objectives. Addressing pain is five times more influential than the pursuit of pleasure or enjoyment derived from a purchase.
Skillful salespeople always strive to determine what worries, upsets, frustrates, concerns, alarms, or angers the prospective buyer. They focus on issues that impact the buyer's position within their organization or community. Consultative OOH sales professionals excel at identifying problems that trigger strong personal emotions. Are we asking the right questions to uncover the specific business challenges that outdoor advertising can help overcome? That's what they want to discuss. Once the indicators of pain are revealed, true professionals explore whether they can alleviate that pain. If the answer is yes, a meaningful conversation can begin—a conversation centered around addressing the pain itself.
Leave the features and benefits aside. Dive beneath the surface, uncover the prospect's genuine motivations, and ask questions that expose their pain, using their own words. Pain is an immensely powerful emotion that prospects will do anything to avoid. So, forget about features and benefits. When you effectively evoke emotional pain, particularly in the present moment, and demonstrate that you have the means to alleviate their distress, you're one step closer to closing the deal.
Need help with sales skills or coaching to take your out of home company to the next level. Learn more about OOH Sales Mastery at oohmastery.com or Contact Dan Nausley at dan.nausley@sandler.com, 423.702.5579. Lisa & Dan Nausley of Sandler Chattanooga have developed the OOH Sales Mastery Program after more than a decade of training/coaching scores of OOH Operators across the country in sales, leadership, and executive coaching.
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