Selling Benefits Over Features is What Creates Value
Seems like it’s time to confuse you with selling tips but, if we do our job, we’ll clarify what we’re talking about well enough to un-confuse you! Since we focused on selling value just last week, it may seem contradictory to offer thoughts on selling benefits over features this week.
It’s not though since, as the title of this post claims, benefits-based selling creates value for the products and/or services you have to offer.
As the marketing mavens at HubSpot like to say, “Features tell, benefits sell.”
While both are important bits of information for the consumer, the majority of prospects will be swayed by the benefits they will enjoy because of the features. “Features are often technical in nature, describing what the product or service does [or is built]. Benefits, on the other hand, paint a picture of success in the prospect's mind of how it will change their life in some way.”
Features or Benefits – Which closes the sale?
The upgraded features of luxury furniture will often be used to justify the greater cost. Yet, for most homeowners, those things will not matter nearly as much as how they will affect their lives.
After all, will having eight-way hand-tied springs supporting the cushions of a new designer sofa improve their lives in some obvious way? Not bloody likely (as the Brits might say).
Yet, as you (and we) know, such a support system will greatly enhance the comfort of any quality piece. This labor-intensive system will also prolong the life of the cushions as well as the piece overall. Not to mention, these springs even reduce the possibility of squeaking due to years of use.
Hmmm… That looks like we have four clear benefits to the homeowner for a single feature! (That’s what we’re talkin’ about!!!)
Though we came up with four benefits for a single feature above, here’s a proven yet simple formula you can use to create value and close the deal:
Feature + Benefit + Benefit + Benefit = Make the SALE!
In other words, the quickest way to make a sale is to present three benefits for each feature.
Since anyone can list the features a given manufacturer might claim for their products, it takes knowledge and experience to outline the advantages for your clients and prospects. You’re the expert, which means you understand the benefits offered by every feature. Use that expert knowledge and hard-earned experience to close the deal.
The beauty of this approach is that it is not restricted to particular products or services. That is, selling benefits works across all markets and industries. If you find yourself struggling to implement a benefits-based sales strategy, Ted is available for sales coaching and business consulting to the trade. Simply… Get in touch with TD Fall today.