Benefits
Vs. Features
Know the Difference
Dear Colleague,
Benefits, benefits, benefits.
Everyone talks about benefits for the customer. This is extremely
important. Let’s get very clear on the definition of a benefit,
who benefits and what the difference between a benefit and a feature
is.
A
‘benefits oriented’ sales presentation is prepared with the prospect
in mind. It should answer these two questions; “What is in it for
me as a customer?” and “How will my life be improved or be made
better if I invest in this product or service?”
The
answers to these questions should come from your prospect’s viewpoint.
This means that you have to tap into the mind set of your customer
to find out what they are thinking in order to craft your sales
processes. Do not assume you know. Start fresh. Start from square
one. Prove to yourself that you know.
A ‘benefits oriented’ presentation
focuses on the advantageous results that your prospect will gain.
‘Benefits oriented’ presentations create solutions to problems or
potential problems that your prospect may have. More importantly,
your customer has a perception of the benefits he will gain from
doing business with you and that perception is what you really want
to tap into.
‘Benefits oriented’ selling
can answer any number of questions. Here is a shopping list of questions
that you should begin to ask yourself in order to get to the perceived
value of your product to your customer. Ask these questions on behalf
of your customers:
• Will I save time?
• Will it speed
up the process?
• Will I save
money?
• Does it cost
me less than I am spending now?
• What aggravation
will I avoid?
• What convenience
will I gain?
• Will it reduce
maintenance?
• Does it make
me unique or different?
• Does it make
me special?
• Does it give
me significance, power or validation?
• Does it make
me the same as others?
• Do I gain
additional security or pleasure from this?
• Will it save
me frustration in the future?
• Does it make
me look good in front of others?
• How many
other people will benefit from the product?
• Can I justify
my return on investment?
• Is it challenging,
thrilling, or exciting?
• Will I feel
safe and will there be a low level of risk?
• Does it create
additional opportunities? Either to save time, money or
effort?
All of these questions are
rolling around in the mind of your prospect. Your ability to tap
into the answers to these questions will help you craft a benefits
oriented sales process.
Once you determine the answers
to these questions and how they relate to you specific product,
you can then craft effective proposals, marketing pieces and presentation
packages.
A “feature oriented” presentation
answers the question, “How?” Features describe the ins and outs
of the product or service. Features tell us about the product itself
and not necessarily about what good it will do for us individually.
Here are some examples of
‘feature oriented’ questions that you should ask on behalf of your
customer:
• How was the product
created?
• How did it
originate or what was it's beginning?
• How will
it be delivered?
• How will
it be packaged and sold?
• How many
can be produced?
• How fast
will it be ready for the marketplace or for usage?
• How much
capacity does it have?
• How will
it meet contract specifications?
• How is the
warranty enforced?
• How long
does it take to learn to use the product?
• How does
it appear when it is delivered?
• How does
it look? What visual features does it have?
• How will
the consumer access the product?
• How will
the consumer finance the project?
‘Feature oriented’ presentations
usually have information about the company or maker of the product.
This information is intended to build confidence, establish or build
credibility in your company.
As you can see, benefits
and features can sometimes overlap each other. Your product or service
has specific features that you will want to disclose to your customer.
They naturally will want to know some of these things. Those features,
when skillfully articulated will often times be perceived as benefits.
The
emphasis in your presentation should always be on the benefits to
your prospect. This is the first thing they need to see and it should
stand out in your presentation materials and in your selling processes.
The more benefits your can state, the more points of influence you
will have with your prospect. And that will help you “Punch up Your
Sales”.
Please take a close look
at my new audio album, "Punch
Up Your Sales, How to Master the Fine Art of Successful Selling".
You will find over four hours of intense sales strategies, skill
sets and poignant questions to help you increase your sales and
enjoy the selling process much more.
Until next time, take great
care of yourself and your loved ones.
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