When should benefit tags be employed during an interaction?

Benefit tags should be employed after the prospect has passed the screening and after building rapport to ensure that the communication is effective and relevant to the individual’s needs. This approach allows for the establishment of a connection with the prospect first, which can increase their openness and receptiveness to the information being presented. By building rapport, the salesperson demonstrates a genuine interest in the prospect’s situation, fostering trust.

Once rapport is established, the salesperson can then effectively introduce benefit tags. These tags highlight the specific advantages of a product or service in a way that resonates with the prospect’s previously identified needs and goals. This timing enhances the likelihood that the prospect will perceive value in what is being offered, making the conversation more impactful and persuasive.

Employing benefit tags at this stage not only aligns the sales approach with consultative selling principles but also ensures that the benefits presented directly address the prospect's pain points or aspirations, thus facilitating a more engaged and meaningful dialogue.