You’ve probably heard this a thousand times. Everyone knows they should talk about benefits and not just features, yet almost everyone persists with selling features.
This is a huge, but all too common, mistake. People don’t buy what your product or service does (features), they buy the result – or the benefits of your product or service.
This is a fundamental principle, yet people still don’t effectively communicate the benefits of their offering. Features satisfy the rational mind, but people buy based on emotional reasons first – benefits address the emotional reasons to buy.
But this is good news… If you begin communicating the benefits that your product or service provides over and above your competitors, you’ll gain a massive competitive advantage.
And by ‘stacking’ each benefit on top of each other (‘Benefit Pile-Up’) you create greater and greater desire, hopefully to a level that your prospects find irresistible.
It’s important to note that communicating your benefits is in addition to promoting your Unique Selling Point – they work really well together.
Converting your features to benefits…
It will be re-assuring to know that converting your features into benefits is very easy to do.
The best way is simply to get a piece of paper, draw a line down the middle and write ‘Features’ on the left side and ‘Benefits’ on the right side. The key is the linking statement between the two columns: “…which means that…“.
Firstly, list the main features of your product or service in the left-hand column. You work through writing down the corresponding benefit to each feature in the right-hand column. Concentrate on what each feature means to the customer.
It sounds a bit too simple to work, but let’s work through a basic ‘product’ so you can see how easy this is. Here are 3 features and the corresponding benefits for an accountancy service:
- Feature: Free advice line.
- Benefit: You can get proven business advice without paying for it!
- Feature: A selection of services.
- Benefit: You choose the services that suit your specific circumstances – therefore you only pay for what you need and want. There’s no waste and it’s a one-stop-shop for all your accounting needs.
- Feature: Open late on Wednesdays.
- Benefit: Come and see us after work for no extra charge. Perfect if you’re very busy or you just can’t get out of the office through the day. We make it easy for you!
As you can see, it’s not difficult to derive the benefits. Your next step is to make sure you add these benefits to all of your marketing materials – you’ll be surprised by how much difference it makes.
If you’re disappointed by the effectiveness of your marketing and sales methods, let’s have a brief, initial chat to see if it would make sense to work together. Contact Kevin Robinson from Chrysalis Partners today on 01926 711911, or find out more at www.chrysalismidlands.co.uk/what-we-do/