Once we've presented the Features, Advantages, and Benefits to the prospect, we can find out what the personal Win's are for each of the individual decision makers. This will be why they personally want to buy the product, and will help to convince the prospect that there is indeed a personal gain.

So what is the importance of understanding and using wins?

Important in the long term relationship for re-selling

Prospects who think they can win are more helpful in the selling process

Prospects who think they can win are more recruitable as coaches / sponsors