People Buy
Benefits !
By Steven Reddy , Select Marketing Steven @ selectmkt . com
“ Features and Benefits ” is a term given to describe products and services to interested people . This happens during nearly every sales process . The Features may sound cool and sexy ; however , it is important to remember that people buy benefits . So , don ’ t forget to convey the benefits of all the features that you point out during a sales presentation . Only then will features and benefits become a useful and successful tool .
Features and Benefits Need Each Other ;
1 . I have a wireless keyboard and mouse for my desktop computer . What is the benefit ? One benefit is that unsightly cords are not strewn all over my desk . Another benefit is that I have the flexibility to place my keyboard and mouse anywhere I wish and not worry about the cord being long enough .
2 . My shower head has six different settings . What is the benefit ? Each setting provides a different water flow to suit different needs or desires for different users . Pulsating for a water massage , gentle for washing a baby or child , high pressure for intensity , and so on !
3 . Smart Phones can download apps from the App Store . What is the benefit ? Smart phone owners can now add specific applications that they want or need , and customize their smart phone to their preferences .
4 . Many websites accept credit cards . What is the benefit ? Convenience ! The website owners get paid immediately rather than sending an invoice and waiting for the mail to deliver your payment check . Buyers don ’ t have to go out to purchase something since online sales are available .
5 . My business provides Website Design and Development Services . What is the benefit ? We provide an online presence for your company for potential clients and customers that need your product or service . Over 80 % of people search online before buying a product or service . Having an online presence allows your company to be found on the internet by potential clients .
6 . Home Centers stock LED Light bulbs . What is the benefit ? These new light bulbs last for thousands of hours . They also use less electricity then traditional light bulbs ; saving you money on your energy costs .
Most everything has features and benefits . Try to understand that benefits are of interest to people . Features need benefits to have importance . Don ’ t assume that people know the benefits that a feature may provide . Represent your products and services by sharing the benefits . Market your business , products and services highlighting the benefits .
10 MOMENTUM / February 2017