Features vs Benefits
The key to a successful sale is aligning the benefits of your product or service with your customers’ needs. Think of it as offering the solution to a specific problem they face. Today’s salespeople are problem solvers, using their product or service to make life easier for their customers.
Features vs Benefits: Do You Know the Difference?
A common mistake among salespeople, particularly those starting out in their careers, is the failure to distinguish between features and benefits. This often results in them telling prospects all about what they have to offer without considering what it actually means to the customer. We’ve all heard the phrase, “telling isn’t selling.” Unless the customer can understand how buying the product will improve their life, they are unlikely to place an order. Always think, “What’s in it for the customer?”
Features vs Benefits: Understanding the Difference
In simple terms, a feature is something the product has. For example, a new car could be advertised with the following features:
- 3-zone climate control
- Electrically folding wing mirrors
- Dynamic rear LED lights
Unless the benefits of these features are explained, they may have little impact on the buyer’s decision. The customer cares about what these features do for them (the benefit), not what they are (the feature).
The Importance of “So What?”
What’s missing here is the “so what.” Every time you mention a feature, it must lead to a benefit. For example:
- The vehicle has 3-zone climate control, so your front and rear seat passengers can set their own temperature independently, increasing their comfort levels.
- The vehcile has electrically folding wing mirrors, which means they are less likely to be damaged either accidentally or deliberately once your car is parked.
- The vehicle has dynamic rear LED lights, which makes you more visible in poor conditions, improving all-round safety.
By linking a feature to a benefit with phrases like “which means that,” your sales argument becomes much more compelling and is more likely to result in a positive response from the customer.
At The Last Hurdle, our sales training includes a dedicated session on understanding the difference between features and benefits. To find out more, please give us a call!
