A customer in Bolgatanga does not wake up wanting "a 20 Mbps fibre plan". She wants her shop's card machine to stop failing, her children to finish online homework, and her evening films to stop buffering. People buy solutions to problems. Employers in Ghana regularly ask for product knowledge and a consultative approach, which simply means understanding the customer's problem first and then showing how your product helps.
Features, benefits and proof
- A feature is what the product has or does: a solar lantern has a battery that lasts eight hours.
- A benefit is what that means for this customer: your children can study after dark without kerosene smoke.
- Proof is why they should believe you: a demonstration, a written warranty, or a customer who is willing to be called.
Beginners list features. Good sellers translate each feature into a benefit for the person in front of them, then offer proof. The same feature can mean different benefits to different people. Long battery life matters to a family for study time, and to a chop bar owner who closes late.
Know the product honestly
Before you sell anything, learn:
- what it does and what it does not do
- the full price, including delivery, installation or monthly fees
- how payment works, for example mobile money, bank transfer or instalments