It's Sales 101 that you sell to someone by
showing them how a product or service will directly affect their life and
improve it. You do this by showing them the benefits of what you're selling.
Yet so many of us get caught up on the features of our product, we forget to
mention the benefits. Today I'd like to take a look at the two so we can better
Features are physical things on a product —
automatic transmission on a vehicle, 3.1 surround sound and 1080p picture on a
TV, or 6-hour battery life on a laptop. These things are important to know when
you're selling to a customer; they are the logical reasons for people to buy
the things they want and need in their lives.
But at the end of the day, logical reasons
aren't why people buy things. People buy because of an emotional connection to
you or your product. And that's where benefits come in.
Benefits are how a customer or client will use
your product in their lives, and how the product’s features will uniquely
benefit them — not having to hassle with shifting gears on a steep hill,
getting a movie theater experience from the comfort of their own home, or being
able to watch a favorite TV show through an entire flight instead of being
So when you’re showing a house, don’t just run
down a laundry list of features. Explain to prospective buyers how that
feature will affect them — for example, the property’s fenced backyard is
perfect if they have a dog, and it makes playing outside safer for small
children. Try to focus on the unique characteristics of the buyer and make it
as personal as possible.
When you focus on the benefits, you bring the
customer into the pitch. The sale becomes about them, not about the product,
and that is more likely to translate into a closed deal.