Do You Know The Difference Between Features & Benefits?
What is your customer’s primary reason for buying your product?
Too many business owners would answer this question by saying it’s the list of features offered.
However, while features can help illustrate what a product does, it’s really the list of benefits that does the selling.
Of course, to capitalise on that, you first need to know the difference between features and benefits.
They’re definitely not the same.
Look at the packaging for almost any product on the market today, and you’ll find a list of features.
A telephone handset might offer 50 programmable speed dial numbers, or it might provide an ergonomic grip.
These are features – they tell the customer something about the product.
They can help customers choose between two similar products on the market, as well.
Unlike features, benefits are not intrinsic to a product.
In fact, they have little to do with the product at all.
Rather, they are what the product enables your customer to do, achieve or enjoy.
For instance, those shopping for a new mattress don’t really want a new bed.
What they want is to get a better night’s sleep.
That’s a prime example of a benefit that can be achieved by using a particular product.
It might be related to the product’s features – after all, a better night’s sleep could be due to new springs, advanced mattress materials like memory foam, or any number of features.
However, benefits are not intrinsically tied to those features.
How To Use Benefits To Boost Success
If you really want to experience success, you have to stop selling products.
Instead, you need to sell what your products allow your customers to achieve, experience or enjoy.
Do you sell smartphones and tablets?
Sure, those gadgets have tons of features, from expandable memory to larger batteries and everything in between.
However, what they allow your customer to do might be something you’ve never really thought about.
For instance, a longer battery means less time spent charging a tablet or smartphone, allowing greater freedom.
More memory means faster speeds and less waiting.
It means the ability to carry more information with you at one time.
So, how do you turn that to your business’ advantage?
Well, the first step is to figure out what benefits your product delivers to your customers.
That requires at least some understanding of their problems.
For example, let’s say a customer wants to buy a new portable media player.
They don’t necessarily care that it comes with a gigabyte of storage space.
What they care about is the ability to carry 2,000 songs around in their pocket every day.
That’s exactly the sort of benefit you need to identify for your product.
Recognise what your product does for your customers, and then build your marketing around those benefits, rather than the features.
Remember that features tell, but benefits sell.
If you can address your customers’ problems with benefits, you’ll see far greater success than merely relying on a list of features to make you stand out from the crowd.
The Retail Sales Academy Team