Chapter 7 Case Study: Don’t Just Tell It – Sell It! Turning Features into Benefits!
Sales at the 112 Goodsleep Inn have been down lately. The number of room nights sold has dropped, and due to turnover, the sales staff is inexperienced.
The sales director, Sandra Savvy, calls a meeting of her new sales staff. She tells them, “To be a successful salesperson, you must be able to identify the hotel features that can benefit your potential clients and satisfy their specific needs.
One of the new sales people asked, “What does that mean”?
Sandra replied, “How would you describe the Goodsleep Inn to someone who’s never been here before?
