Benefits Versus Features
A friend that works at a car dealership was recently discussing a sales technique with me. "We're not allowed to let customers leave...until they take a test drive," she said. "If they take a test drive, the chances that they'll buy really improve."
What does this have to do with today's topic? The car dealership's policy clearly illustrates the difference between selling features and selling benefits.
Feature: The structure, physical description, or attributes of your product or service.
Benefit: The emotional reasons or connections your prospect makes with your product or service.
At a car dealership, putting the consumer in the driver's seat changes the way they view the vehicle. No longer are they looking at the "features" of the car, they are experiencing the benefits. (Hence the increase in sales.)
So what can you do to make sure your message is speaking to your prospect's heart and not their head? Ask yourself a series of questions:
- How will their life be better, easier, or more fun with my product or service?
- Why will they want to tell their friends about my company?
- Without my product or service, what will the prospect be missing?
- How will the prospect justify this purchase to themselves or their spouse?
By answering these questions, you will discover the benefits that will attract your prospects. No matter how tempted you may be to point out the incredible "features" of your product, sell with the prospect in mind.
When you constantly put the prospects emotions first, you will create marketing messages that drive sales like you've never seen before.