Sales Tips: Don’t Limit Benefits to Just One Perspective

By John Holland, Chief Content Officer, CustomerCentric Selling®

Multiple PerspectivesI worked with a client that sold temporary housing for people that had extended business engagements in distant locations. Their offering provided an alternative to extended stays in hotels that can get old very soon. They felt condos with kitchens, pots, pans, plates, etc. was a significant benefit and I agreed.

When I challenged them to describe how different titles would view a functioning kitchen, they needed help and this is what they agreed to:

  • Employees
    • The option of eating healthier than restaurant meals
    • Less time needed to eat dinner
    • Avoid the awkwardness of dining alone
    • Reduce burnout
  • Employee managers
    • Lower expenses
    • Potentially increased productivity
    • Lower turnover due to burnout
    • A potential advantage in recruiting
  • Varying PerspectivesHR
    • Happier employees
    • Lower turnover due to burnout
    • A potential advantage in recruiting
  • CFO
    • Lower costs

Many salespeople fail to realize that potential benefits are situational and that one size does not fit all.


Unless sellers get everyone’s perspective, it’s likely they haven’t identified all the potential benefit that can be realized. Each title may have different priorities and therefore different views of a seller’s offering.

When selling what could be perceived as a commodity, getting more perspectives can allow sellers to establish greater value and differentiate themselves from competitors.

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