Effective Bridging

Once you have identified the appropriate features and the hot-buttons, it's time to bridge. Bridging occurs when you link the feature to the benefit. Each feature offers several potential benefits that must be explained in detail for the customer to fully appreciate it as a benefit. In the end, the customer decides if the feature is in fact a benefit. Remember, customers buy benefits, not features. Features on their own represent the so-what information I spoke of earlier. Don't feature dump.

Although this book is not about scripts and rigid steps to follow, I do suggest you consider this very short, succinct script while you get comfortable with bridging, "The benefit to you is ..." These five words verbally initiate the bridge, taking a feature to a benefit. Once the feature is bridged to a benefit, confirm its acceptance by asking, "Do you see this (feature) as a benefit to you and your business?" If your customer agrees, you have successfully bridged the feature and anchored it as a benefit. The following diagram illustrates bridging.

The above illustration represents the three steps of effective bridging.

Step 1:	In conversation with your customer, features #2, #5 and #7 were identified as hot-buttons, relevant features. The other features proved to be of little interest, so-what information. Continue to verbally scroll your menu until you have identified three or four features of interest.
Step 2:	Bridge appropriate features using the statement, "The benefit to you is ..." This statement ensures your customer is thinking in terms of benefits. Go on to explain the benefits of the feature in terms of your customer's specific requirements and how the benefits relate to his or her needs.
Step 3:	Validate the customer's acceptance of the benefits by asking, "Do you see this (feature) as a benefit?" If yes, you have benefits.

Bridging is a fundamental ingredient of a successful call. When followed, the three steps eliminate the monotony of feature dumping, identify a tailored solution, shorten the sales cycle and show customers how you can help their business. Benefits sell, features tell.