Once you understand what customers are looking for, you must show what benefits they will get from buying your product or service.
1. Sell benefits, not features.
Feature: This PC has a processor speed of 3GHz.
Benefit: This PC lets you do things twice as fast.
Feature: This frying pan has a Teflon coating.
Benefit: To clean it all you do is wipe.
Feature: This frying pan has a Teflon coating.
Benefit: To clean it all you do is wipe.
Features describe what a product can do. Benefits explain what these features can do for the customer.
2. Match the benefits to the customer’s needs.
The same product may be sold differently to two different customers, according to their priorities.
For example, if you are selling a car, you might stress the benefits of its safety features when selling to parents of young children, while focusing on style and design when selling to a single person.
3. Stress the knock-on effects your product’s benefits could have.
For example, ‘If your accounting software was easier to use, your accounts staff could spend more time chasing debtors.’
If customers seem hesitant, ask them what their concerns are
