Selling Benefits Rather Than Features

Written by businessideas.info

When selling something, it is easy to just list the features of the product, in an attempt to create a list so big that the prospect will have no choice but to accept your offer. People do not care about what features something has, though. They want to know the benefits of your offering, what your product does that can improve their life, make a task easier, or give them more happiness. Saying that a car has an advanced engine creates no picture in the prospect's mind, but telling them that the vehicle's internal parts enables it to achieve high speeds in a short time is exciting.

Certain industries are more prone to mindless feature listing, such as the cell phone and computer industries. No matter where you work, you need to break this debilitating habit and focus on exactly how your product benefits the customer. For example, if you sell phones, you can say that the text messaging feature gives users the ability to communicate with friends and family without needing to speak, which is perfect for situations in which silence is golden (such as in a movie theater).

Do not get the wrong idea; it still is important for you to tell users the physical specifications of what they are getting. The important thing is to make sure that you spend more time focusing on the benefits of those features. If you concentrate on describing features, customers will be more objective to your product, and while objections are not a bad thing, they should be minimized. Customers will be less objective if all they are hearing is how the product will help them, while there is more room for the imagination if vague features are simply listed. By changing your strategy to a benefits-based one, you will instantly see your sales ratio increase dramatically.

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