Photo credit-driving-tests.org

2020 was an insufferable year for all Americans; filled with fear, lockdowns, and restrictions due to COVID 19, and my family was no exception. Although we were blessed and fortunate with no family members contracting the virus, the cabin fever we endured month after month really wore on us emotionally.

Finally in November we decided enough is enough, so a portion of my tribe made the decision to break free and travel to Universal Studios in Orlando during Thanksgiving week, while the grands were out of school. We had an awesome, yet safe week in the wild, and once again felt like normal Americans.

So, on to the sales related point I want to make. As in most businesses today Universal employees are apparently receiving some basic training with upselling ‘guests’ toward more expensive options. I encountered this continually as we bumbled around the amusement park during that week, but to make my point here are two simple examples.

+ Each day as we rolled up to the park entrance the attendants would routinely chirp, “Do you want to upgrade from the $26 General parking to the $40 Premium parking; it puts you closer?”

+ When we purchased our tickets to enter the agent asked, “Instead of the $165 ticket; would you want to upgrade for $265 to Express status and have shorter wait times for most rides and attractions?”

In both upsell attempts, most people will probably respond as the title of this post states, “Why would I want that?” So if you don’t remember anything else from reading today’s post, burn this into your brain:

A confused mind usually says “NO”!

In both instances above, as in most sales attempts, they are pretty light on BENEFITS. Folks buy WIIFM, which translated stands for What’s In It For Me? The WIIFM is the benefit.

When features are stated with weak or incomplete benefits, customers either connect the dots and assume something on their own; or just scratch their heads and think, “So what?” A “confused mind” like this normally defaults to simply refusing whatever is being offered.

When anyone acting in a sales role offers a product or service it’s important to realize how crucial benefits are to the potential buyer. I like to discuss benefits by saying they come in two flavors, logical and emotional.

Logical benefits tell how features work.

Emotional benefits tell how the prospect will feel, as a result of having it. Since people buy with their “hearts” and justify purchases with their “heads,” the emotional benefits are super important to verbalize.

Photo credit-allears.net

Having said that I’ll ‘circle back’ to the Universal parking lot feature I mentioned earlier. If I were the sales coach there I would suggest the attendants present the upgrade like this:

“With all those little smiling faces in this vehicle I recommend our Premium parking (feature). It puts you closer to the entrance and cuts your walking in half from 10 minutes to 5 (logical benefit). As the adults here you’ll appreciate that because it gets them to the fun in half the time now, and will be so much easier on you tonight as they struggle to make it back to the family vehicle (emotional benefit).“

They may or may not ask how much more Premium costs, but I assure you by saying it like this the Premium lot will be filled…and early!

Shifting gears, back in February my 8 year old granddaughter who is a Brownie, was at our place taking orders for the annual Girl Scout cookie campaign. My neighbor was also at my house, looking at the available flavors when she noticed a new flavor for this year called Lemonades. She asked about it and my 8 year old grand immediately provided an emotional benefit by stating, “People who have already bought Lemonades say what they liked best is the tangy lemon icing on the bottom of each cookie that is real yummy.” That was apparently a good enough emotional benefit for my neighbor, because she ordered 3 boxes! I was pretty proud of my granddaughter. (Maybe a little inherited sales DNA?)

My point here is that it’s a good idea to include both ‘flavors’ of benefits for every feature you bring up. This is the way to achieve maximum impact, because remember, features simply tell, but it’s the benefits that sell.  

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