People buy based on emotion, they only justify it later. This has been proven over and over again. Furthermore, the emotional ‘hook’ is based on what the product and/or service will do for them, not what it has. In other words, can we just ALL stop selling the features and focus on the benefits? That is one simple way to take you from; salesperson to sales professional.
A feature, simply put, is something your product has or is.
Examples of some of these features include: a 64 GB hard drive on a computer, pneumatic seat height adjustment on a chair, battery pack with 1000 mAh capacity on a cell phone, integrated timer on a heater or, modern state-of-the-art equipment in a gym. Just to name a few.
Hate to be the bearer of bad news, they do not care. What they, whoever you want to make they, do care about is, how will it benefit me? What do I get out of if? Will it make my life easier? Can it solve my challenge?
The benefit is the outcomes or results a prospect or client will receive as a direct result of using your product of service.
The consumer, of the product and service, will only buy, in the majority of cases as there is never any absolutes, if they see how it will benefit them. You can speak about the features until you are blue in the face, but until you give a firm unequivocal benefit, there will be no sale.
Using our examples above, in order, here are some of the benefits.
With the computer; can store a huge number of files and run multiple software. The chair; change positions to suit your posture and height. All of the sudden you have a powerful long lasting battery in your cell phone. Your heater will now start when it is required and will be off the other times saving on your heating bills. Snuck in two benefits on the last one. As for the gym, the up-to-date equipment allows you to optimize your workout.
If I may, let me ask you this question. Would you rather have a device which will store 1 GB of MP3S, or would you like to have 1,000 songs in your pocket with easy retrieval for your listening pleasure?
For every feature your product or service has, make a list of three benefits one will gain as a direct result of the feature. Then summarize those benefits into a single value statement for the prospect.
For example; with the integrated timer on the heater we already have two benefits. One, you can set the times for the heater to be on and off. Secondly, by doing this it will save on your heating bill. Thirdly, you have total control on how comfortable you will be without a time lag for warmth to happen as you can set it before hand. Putting it all together; how would you like to have more of your hard earned money in your pocket and a warm comfortable living environment at the end of the day? Did you notice, integrated timer never came into the conversation.
Also, who does not want to keep more of their hard earned money in their pockets in a warm environment? Thought so.
In the end it is quite simple, know the feature, sell the benefit.