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Features & Benefits

Without describing what your product does and how it benefits your customer you run the risk of losing countless customers.  We offer a detailed focus on feature and benefit selling.

In order to offer the correct type of feature to a customer, you first have to determine a need.  This is where the feature selling comes in to play.

Feature: “This dryer has a capacity of 1 ½ the other models, and is more energy efficient than the other.”

The statement above is the descriptive feature of the product.  You need to personalize the feature so your customer can see themselves with this product.  This is best done with what is considered a “linking phrase”.

Benefit: “With this model you can wash more at once, which saves you time, and by being more efficient on gas, it’s also going to save you money.”

The purpose of feature and benefiting is more than just describing your product and how it can help; it is to allow your customer to find value.  As a sales person you need to explain the value of the purchase through benefit statements and allow the customer to see themselves with the product.

Without linking the customer through to the benefit of owning what you’re selling, you are just “feature dumping”.  This is something we discuss in our module and how it can be detrimental in sales.

We mention feature and benefiting throughout several of our modules because of how instrumental it is in being successful.  This module teaches you how to effectively feature and benefit.