Sell Benefits Instead of Features

When people buy something, they’re not looking for features.

Features don’t tell people how your product/service will help them.

They don’t care about the cool and amazing things your product/service does.

They want to know how it will benefit them.

For example:

Let’s say your selling a car.

Selling features would be:

“This car comes with air conditioner.”

Selling benefits would be:

“This cars air conditioning system is guaranteed to keep you feeling cool and fresh on the hottest days of the year. When you jump in the car and switch on the air, it’ll be seconds before you feel perfectly cool.”

Do you see the difference?

Yes, I know air conditioner is a very generic feature, but I used it as an example.

You have to stress benefits!

A great book on selling benefits instead of features is Spin Selling by Neil Rackham.

People often make the mistake of advertising a huge list of features.

The believe it’ll motivate customers to buy.

Sure, features sound great but if people are confused as to whether your product or service will help them, they’ll back out when it’s time to buy.

Mentioning features ONLY is a great way to get a bunch of rejections.

Lets use another example.

In this occasion, we’ll say you own a pizza restaurant.

Selling features would be:

“We have plenty of different toppings so you can design your pizza however you choose.”

Selling benefits would be:

“We bake our dough fresh daily, use homemade sauce, and all of toppings are fresh and organic so that each bite of your pizza is guaranteed to taste amazing.”

The difference is evident.

Benefits outsells features EVERY TIME.

For every feature you mention, elaborate on it with benefits.

Remember that people are for the most part careful with their purchases.

Even if your product or service will help them, you have to explain how and why.

It really isn’t too hard to do, but easy to forget.

Write down all the features your product or service has and explain their purpose.

Help your customer’s so they can help YOU make MORE sales.

-Alex

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