Tips and tricks10. 8. 2023

Ten of cold calling: 7.  Sell ​​benefits, no  Properties

In today's episode, we get to one of the golden rules of a successful trader.


Last time we talked about cold calling mainly from the point of view of form. We thought it was necessary to:

  • be considerate (perhaps due to the time options of your potential client),
  • be natural and relaxed and at the same time matter-of-fact and professional,
  • be empathetic and perceive the tone of voice of the person concerned.


This time we will focus more on content. The principle is:

Sell ​​benefits, not features

It is a well-known principle, but it is sometimes forgotten. And at the same time, it is absolutely essential for success.

Do you offer a product or service that you helped create? Then it is natural that you perceive the functions and features of your solution as absolutely crucial.


But nothing like that is true of your potential clients.

They are only interested in what your solution will bring them :

  • Will it save/make money?
  • Does it save time?
  • Will it simplify your life?

For you, this means that you must:

  • get to know your potential clients well and understand what they want and need,
  • let them know you understand them
  • clearly demonstrate to them what you can do for them.

And then another “little thing”: You have to offer your solution to companies that may really need it and to people who have decision-making powers .

We will be happy to help you with that.

Want to make sure you’re selling the benefits of your solution to the right people?

Contact us and arrange a free consultation.


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  • We will find out the number of your potential clients or suppliers
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What do our clients say about us?

"We develop and manufacture packaging for all sectors of industry. With the help of Intedat we reached potential customers in the Czech Republic and we are very satisfied with the campaign. From the segments addressed, we are receiving inquiries and requests for supply options."

Michal Turoň

Michal Turoň
Sales Director

"We specialise in the production of machined parts including surface treatments. Intedat offered our capacity to engineering companies in Germany and Switzerland. As a result, new orders exceeding CZK 1 million were placed. We are negotiating with other customers."

Lukáš Jírový

Lukáš Jírový
Managing Director

"I am pleasantly surprised by the result of the cooperation with Intedat. Their approach is professional. The application is very good. It makes it easier to work with leads and has analytics. We have an overview of how many companies have been approached and how many have expressed interest in our products."

Antonín Vlček

Antonín Vlček
Sales Director

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