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Article : Simple Process for Focusing On Product Benefits


Author: Marc Carriere, Managing Director, Marketing Tactics Pty Ltd

One of biggest reasons team members aren’t as successful as they could be when engaging with customers is they focus on describing the features of your products, rather than focusing on how these features Actually Solve the problems that are keeping your customers up at night.

This happens because team members aren’t effectively coached in describing how the benefits of your products deliver what customers are really interested in and want to know about.

Here’s a simple 3 Step Process you can coach to keep your team focused on sharing the key benefits of product features that solve your customers’ problems.

We’re all customers and when we’re looking to buy something it’s because we have a problem we want to solve as quickly as possible. We’re time poor and have lots of things we need to get done every day.

The last thing we want is to hear someone drone and on about all the features of a product or service that doesn’t interest us. And, we don’t care so much about what a product or service does, what we really want to know is how well it can solve one of our problems, right?

It’s the same for the customers and prospects your team members speak with every day.

This is a really simple process I’ve used all over the world for 35 years running marketing departments and call centers, consulting with businesses coaching and mentoring their call center managers and team leaders. It’s so simple and should be used when training new hires and continuously coached to your team - especially under performers!

Now assuming your team member has done a really good Discovery in their call and understand what the customer’s problems are and the solutions they’re looking for.

When they move into the Presentation Phase of the call and start describing the features of your product or service, the first thing they need to do is only focus on those features that can solve the customer’s problems or features the customer expressed interest in.

Most team members tend to run through their Call Guide without really listening to the customer during the Discovery Phase and then plow on through all the product features instead of only zeroing in on those features that solve the customer’s problems.

The first thing you need to coach them on is really listening to the customers answers in the Discovery Phase to clearly understand what customers want, and only focus on those features in the Presentation phase that can help solve their problems.

What’s the point of droning on about features that don’t interest customers or help them solve their problem? Doing that only puts customers off and you risk losing them.

Team members can do this by sticking to the relevant features and saying something like: From what you’ve shared with me one of the key things our (product or service) does is… and then describe the feature.

Immediately after they’ve described the feature have your team members silently say to themselves: "So what", which triggers them to say: So what this does for you is help you do X because it will do Y for you.

Then get them to Tie Down the benefit by saying something like: That would be a really good way of helping you fix your problem, wouldn’t it? And, then wait for agreement.

It’s a really simple process you can easily coach:

  1. Learn what problem is that the customer wants solved, then
  2. focus on the Key Benefits of what the relevant features delivers to solve that problem, and then
  3. get agreement from the customer that it does.

About Marc Carriere:
With worldwide executive experience managing Call Centre teams that have won 3 Silver and 3 Gold ‘Ardy’ awards, consulting with businesses mentoring and coaching their Call Centre Leaders and having owned a call centre himself, Marc is well aware of the difficulties Call Centres face consistently meeting their monthly targets.

About Marketing Tactics Pty Ltd:
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Today's Tip of the Day - Customers Wary Of Fraud Calls

Read today's tip or listen to it on podcast.

Published: Monday, August 2, 2021

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2023 Buyers Guide Help Desk Software

eGain Corporation

eGain CallTrack™
eGain CallTrack™ is a dynamic call tracking and case management solution that helps companies provide quick, high-quality, and cost-efficient resolution of customer issues across traditional and emerging interaction channels. It is one of the many innovative customer interaction products in eGain Solve™ suite, the unified customer engagement and knowledge management software suite, which helps businesses transform their traditional call centers into omnichannel customer engagement hubs. eGain CallTrack will enable you to track, manage and resolve cases and maintain service level agreements (SLA), across channels.


Happitu is your customer support team’s personal coach. It guides your team through every interaction with custom workflows, responsive scripting, and dynamic help topics.

Documentation in Happitu is automated, detailed, and consistent. Go beyond handle times and service levels with the rich insights of Happitu – from granular interaction data to aggregate data and trends – you get the complete CX journey!

We intentionally built the Happitu Workflow Designer with your customer support team in mind. Using our intuitive tools that provide quick and safe iteration, you eliminate the need to involve IT or Development. Yes, you will no longer have to dread submitting a change request to Devin from IT!

Try it free for 45 days!


Knowmax is an omnichannel knowledge management platform. Our mission is to transform contact centers into resolution centers and drive customer self service.
The platform is an industry-agnostic enterprise-grade knowledge platform with components helping in easy findability of actionable information at the right time across the desired touchpoint.


LiveAgent Help Desk
LiveAgent is a cloud-based Help Desk Software with over 195+ compatible integrations. Streamline all customer communication channels and manage them from a single shared company inbox. Enjoy social media integration, unlimited ticket history, call recordings, hybrid ticket streams, and more. Companies like BMW, Yamaha, Huawei, Orange, or Forbesfone use LiveAgent to deliver customer wow to 150M end-users worldwide.

Nuxiba Technologies

Nuxiba's Help Desk Software is ideal for delivering top-level contact help desk services. It not only tailors to your existing technology resources but also allows you to set staff priorities that forward clients to the most knowledgeable agents.

Give personalized assistance, and analyze performance with our real-time monitoring, recording, and reports. Integrate Salesforce or VTiger CRM systems, be TCPA compliant, protect your cardholder's data during calls, and more!

Request a quote or demo today and start the journey to increase your first-contact resolution percentages in less than three months!


OneDesk's software combines Helpdesk & Project Management into one application. No need to purchase, integrate and switch between applications. Your team can support your customers and work on projects in one place. Aimed at SMBs as well as departments at large enterprises, OneDesk is frequently used by project managers, customer service, IT, professional services and more. This easy-to-use, feature-rich, and highly configurable software can manage both ticket & task workflows.

Teckinfo Solutions Pvt. Ltd.

ActivDesk Help Desk Software
ActivDesk Help Desk Software is an intelligent ticketing software for multi- channel customer interaction & engagement. It streamlines the entire ticket management process. With its SLA & escalation management, it enables your help desk to deliver enriching customer experience.

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