In this episode, Leisa Pickles talks about the importance of understanding the key features and benefits of a product or service.

Leisa talks about a feature being a factual element of a product or service likening it to the colour of a sock or the duration of a sales outreach programme and then adds a benefit which is relevant and tailored towards the individual customer.

Leisa emphasises the importance of having as many features and benefits as possible as these help to build a sales story, peak customer interest and provide salespeople with a toolkit to overcome objections.

Leisa also talks about the importance of finding the key decision maker within an organisation to ensure communications are being seen and heard by the person with the authority to make decisions.

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