Advantage

Advantages are ways in which the features can be used to help the user: So it the answer to the user asking "So what?"

Examples

• ...which means it's easy to use.
• And because the duradyne rotor it operates silently
• So it provides extra security

Impact

Sales Phase	Impact	Comments
Early in the sales cycle	Slightly positive	Most effective in the first visit
Later in the sales cycle	Neutral	Later in the cycle advantages are more effective than features
Middle of the sales cycle	Positive	Advantages have a continously less positive effect on the buyers as the sales cycle proceeds

Advantages lead to Objections because a seller offers a solution where the buyer did not express an Explicit Need