Telephone Selling Training Course – How to sell benefits

Selling on the telephone is very different from face-to-face sales and a telesales team require a specific set of skills and techniques if they are to be successful. It is not enough just to give them a contact list and tell them to ‘get on with it’. Successful results in telephone sales is a by product of successful telesales training.

We, at Total Success Training Ltd are always being asked if our Telephone Sales Training Courses and Telemarketing Seminars teach techniques ‘that really work’ in the real world’. The answer to that question is ‘YES’ because our trainers not only train sales techniques but have actually sold over the telephone in previous jobs. They are able to use their experience to train our delegates to understand the tools and techniques that will enable them to sell confidently and with flair.

We have over 20 years of sales training expertise and use our experiences to show the best and most practical ways to boost sales results and how to sell effectively.

Introduction to Selling, Telesales, Negotiation skills and Presentation Skills are some of the sales related courses trained by Total Success Training  throughout the UK.  If you require further information on our training courses please contact us.


If you have opened the call well and gained the buyer’s interest and attention, the next stage is to present your proposition and sell to the customer the benefits of why they should buy from you. Always remember that whether you are selling major or minor products/services, customers will only buy if they see them as beneficial to them or their organisations. Customers buy products and services, but what drives them to buy are the feelings they get from these benefits.

It is easy to forget this, and so easy to lose sales because you have forgotten your customers are buying benefits not product features. A feature is simply what a product or service does, but benefits are what your products do for the customer – not what they are, but what they do. More important still, benefits are what the product features can do to satisfy each individual customer’s needs. The more personalised the benefit the more the customer will have a desire to buy it. For example:

You mentioned earlier you’d like more flexibility in being to order when you needed to, not just once a month as your current supplier demands. Well, with our special ordering facility you’ll not only save time and money you can order when you need to. We feel it’s much better to fit our system around our customer’s needs rather than them having to change their systems to suit us. Wouldn’t you agree?


In presenting your proposition you must always translate what you are offering into what it will do.  What a product “is” is represented by its features. What a product “does” is described by the benefit. FEATURES are only important to the customer if they support and prove the benefits they are interested in. BENEFITS are only important to a customer if they describe the satisfaction of their needs.

In presenting your proposition you should therefore:




By starting with NEEDS, you select only those BENEFITS which the customer wants to hear. Then you only present those features which support the important benefits.

In this way, you are presenting the product from the customer’s point of view. You have the best chance of selling more with less effort and in a shorter time, and the best likelihood of having a happy satisfied customer who will see the benefits for themselves!

To ensure you use benefit statements in your sale you must use link words and phrases. Examples are:

…………(feature)……………and what this means to you is ………….. (benefit)…………………..

Other benefit statements are:

  1. ……….because…..
  2. you gain from this because……………
  3. ………. which means …………………



BENEFITS Part 1: Turn the following features into benefits

Free training with the product  
6 months parts replacement guarantee  
7% reduction in manufacturing costs  
Complies with current environmental legislation  

Who will benefit from the course?

This course is designed to give both new and experienced telesales professionals the confidence to approach, appoint, present to and close potential customers. Delegate numbers are limited to no more than eight to allow an environment where the maximum learning can be achieved. We use a combination of learning methods but place emphasis on role-play reinforcement of real life situations based on products and services relevant to the delegate’s organisation.

Our training is carried out in a risk free environment which encourages delegates to practice the skills needed for successful appraisals. We use a number of training methods including role-play, video, audio, workshops and group exercises to enhance the learning process.

Course Dates

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In-Company Courses

Total Success have developed a series of in-house training modules. These are designed so that an organisation can pick the training which is more applicable to its own needs and budget. Please call us to discuss your specific requirements

Total Success Training Packs

Why use a total success training pack

If you are looking to run your own training course but lack the materials and the time to develop a fully functional training seminar we produce a range of training materials and packs which will suit your requirements exactly. All of our packs and been written by our own training experts and we can guarantee that the training pack will satisfy your course requirements. Each pack will contain a full set of PowerPoint training slides, trainer’s notes, a course manual, and a full set of handouts and activities.

We have been running our courses since 1995 and have trained 1000’s of people via open courses and in-company seminars. We guarantee that the course you buy is the one we train. All courses are trainer and trainee friendly so you’ll be up and running quickly (depending on your training experience).

We know how difficult it is to choose amongst the many training materials available on line, that’s why we have 3 packages that will suit you needs. With our gold, silver and bronze packages you can choose the training format that’s right for you and your budget. Call us 0044 (0)208 269 1177 to discuss your requirements or email us

Related information

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