If you retain nothing else about sales presentations or promoting your organization, remember this motto—features tell, but benefits sell.

Benefits Are Imperative

Why are benefits imperative?  Easy…people care more about themselves than they care about you or your company.  It’s just a fact of life.  You must convince the prospect that your product or service will help them solve a problem or fulfill a desire.  I have witnessed sales people saying something like this, “My product is awesome because it does this, and it’s designed to do that, and oh, it can also do this.”  This approach is all about the product, and not about the prospect.

When properly constructed, a benefit should convey what will happen in the life of your prospect when he or she purchases your product or service.  If it doesn’t, the prospect may not buy. You run the risk of turning the prospect’s experience with you into nothing more than buying a commodity.

Avoid Feature-Based Marketing

An example of feature-based marketing is the old standby slogan that asserts, “We’ve been in business since 1974.” And how about this claim? “We’ve got great customer service.”  What’s wrong with those slogans?  Everything!  First, nobody cares how long you’ve been in business. Second, the quality of customer service is customer perceived. It is not based on the opinion or experience of the business staff itself.  So, how do you take those standard lines and turn them into benefits for the prospective customer?

Here’s an example.

Feature: You’ll get a 10-module program featuring John Smith, a business expert.

Benefit: You’ll learn the 7 steps you must take to land your dream job in today’s economy!

Benefit: In module 2, you’ll learn the insider secrets to managing your business from your Balance Sheet, creating great cash flow and operating profit.

Here’s What This Means to You

You’ll agree for certain. Features are boring.  So, stop using them!  Begin using benefits that show the prospective customer what your products or services will do for them.  Translate the advantages for the prospect by considering your product’s benefits and finishing this sentence, “Here’s what this means to you…” For example, “You’ll get a 10-module program, and here’s what this means to you…”  Got it?

Now, what if your business is brand new?  How can you use being new as a benefit?  Take a look at the following approach.

“The reason my business is the right cleaners for you is because we use the most technologically advanced equipment guaranteed to clean your shirts, dresses, and suits perfectly.  Others may have been here longer, but they are still using 20-year-old equipment—systems that have proven to cause damage to clothes and reduce their life.  Our system not only cleans, but restores your clothing to that off-the-rack appearance.”

Now, take the time to re-write your sales presentations to clearly indicate the benefits of your product or service, as perceived by the customer of course.  Just imagine that you are speaking with a customer, and then fill in the blank.  “Here’s what this means to you…”

Ron Hequet Consultant Speaker Coach

To get more information and receive other no-cost special audio downloads, reports, articles, blog posts, and more, visit Ron Hequet where I cover valuable topics that every person wanting to grow their business or career needs to know.  And, if you’re ready to take your business to the next level, get a free assessment from me personally at Free Business Assessment or for those wanting to build your career go to Complimentary Coaching Assessment.

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