It's so easy to get caught up listing the features of your product or service, but that's not why people buy; benefits are. Jay Conrad Levinson and Al Lautenslager explains the difference and why it's important in an edited excerpt, Sales Tip: Stop Listing Features. Tell Your Customers the Benefits, from his book Guerrilla Marketing in 30 Days.
A customer wants to know how their life will be better after buying your product - your product's benefits. They don't really care about the factual statements about your product - the features. True features create benefits, but Talk about benefits, not features.
Analyze your sales presentations and swap features for benefits. Check out these examples...
- Locally owned -> Better service & stronger community
- Natural ingredients -> Healthier you
- Many customers -> Satisfaction
- Established in 1916 -> Reliability
- Live customer service on duty 24/7 -> Quick answers
- Best cleaning tools and systems -> Cleaner home of office
- ToDo lists and workflows -> Reduce stress
Use features to support benefits that provide emotional response, and you'll increase your sales.