In B2B Sales, there is a saying that you should sell the benefits that your product or service delivers, not the product or service itself.

This article is about how you can take that concept to a whole new level and win more sales.

Here is an example: I recently spoke with the CEO of a chemical supply company. They sell specialist cleaning products to commercial and industrial businesses, such as hotels, restaurants, schools, automotive workshops, etc. The sales team is selling the products old-school door to door by visiting potential client sites and by promoting the features, specs and efficacy of the cleaning products.

The CEO came to me looking for new ideas for revenue growth and on how to sell more of the slow-moving but high-margin items.

I asked him whether he had considered selling what I call “The benefits of the benefits”.


Selling the Benefits of the Benefits.

What did I mean by that?

Let’s say, you sell a can of graffiti remover to a high school. What do you actually sell?

Are you selling the can, or the removal of the graffiti?

If you answered “the removal of the graffiti” then you need to read on. If you answered “the can”, then you really need to read on.

Are you selling the can, or the removal of the graffiti?


Let’s examine the Benefits of the Benefits

What could be the positive consequences for the school of the graffiti being removed?

1. The school will no longer look like it had been taken over by a crime gang.

2. The cleaner image will improve the reputation of the school in the community.

3. The teachers, the staff and the principal will enjoy a better reputation.

4. Parents will more readily send their kids to this school because it now looks and feels safe.

5. With a cleaner image and an improved reputation the school will attract higher-quality teachers.

6. Higher quality teachers will attract more students.

It’s happiness all around.

So, coming back to my question to the CEO of the cleaning products company: Think about it. What are you really selling?

What are you really selling?

Are you selling a can of graffiti-remover, or are you selling a better school in a happier community?

So, next time you are on a sales call, think about selling more than just a product or a service, consider selling the benefits of the benefits.

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Peter Strohkorb
Peter Strohkorb is an international B2B Sales & Marketing Effectiveness Expert, specialising in the Tech, IT and Services Sector. Peter’s vision is a world where organisations enjoy sustainable sales growth by maximising the effectiveness of their customer-facing resources through his structured Sales and Marketing productivity framework. Over more than 20 years in executive Sales and Marketing roles for some of the largest technology corporations on the planet Peter witnessed the waste, cost and personal frustrations that occur on both sides when Sales and Marketing teams do not collaborate as well as they could. This personal experience fired his passion to create his The OneTEAM Method™, which is both his solution to this problem and the title of his first book. In December 2019 his book was voted #33 of The 88 Books all Marketers should read. Peter is currently working on his follow-up book, titled “Smarketing™: Sell smarter, not harder” to be published in 2020. Apart from being a successful consultant and executive mentor Peter is also a popular corporate speaker, MC and facilitator, a guest lecturer in the Executive MBA program at the Sydney Business School and a popular subject matter expert in both traditional and online media. Peter also runs a specialist sales and marketing thought leadership forum on his YouTube channel and through his webinars. He has received industry awards for his Sales & Marketing Assessment tool, his thought leadership content and for his research into the state of Sales & Marketing Collaboration. Peter holds a “Mini MBA” in Marketing and Management from the prestigious Macquarie Graduate School of Management (MGSM) in Sydney. He is also a graduate at the Australian Institute of Company Directors in Sydney and is a professional board director. Peter lives in Sydney, Australia with his wife and family. He is looking forward to hearing from you.