There are two stages to making a buying decision. We’re not talking about the process where the buyer realizes they have a need, starts researching and then makes a decision.
We’re talking about the actual decision. In just a few short seconds a person can go from “hmmm” to “yes.”
The Two Stages of a Buying Decision
The first part of the decision to buy is based completely on emotions. Buying, you see, is an emotional reaction first. We’re talking about emotions like:
And more. Think about the emotions that your prospects are experiencing when they come to you. Maybe they’re afraid they’re going to lose their money or be audited. Maybe they want to ensure future security or take immediate action on an opportunity.
The second component, and it happens quickly once a prospect has decided to buy, is that they have to be able to back up their emotional decision with logic and facts.
For example, we don’t buy because there’s a money back guarantee – we cement our decision to buy because there’s a money back guarantee.
So what does this have to do with features and benefits?
Well, when you’re selling your services the benefits tap into emotional buying triggers and the features are the logical part of the equation. Often, when business owners craft a sales message, they focus solely on the features. “Hey, there’s a money back guarantee.” Focusing on the features will help you make more sales.
What’s the Difference Between Features and Benefits?
Often, the best way to explain a concept is through examples. Here are a few to consider:
Feature: Open 24 hours
Benefit: You can shop anytime you have a need
Feature: Speaks 5 languages
Benefit: You don’t have to worry about not being understood
Feature: 25 years of experience
Benefit: I can handle any situation you might be experiencing
So how do you identify the benefits of your business services? There are a few ways you can go about it. One is to make a list of the features of your service and work backwards. List the features and then explore how each feature might benefit your customer.
What makes your services different? You can also explore the benefits of your services by taking a look at how you’re different from your competition.
How do these differences make your services more valuable to your prospects and customers?
Finally, consider the emotions that your prospects may be feeling. What’s driving them to your front door and what solutions do they need you to provide? As you explore their emotions you can take a look at how you can tap into those emotions. How can you make them feel safe if they’re fearful? How can you make them feel like they belong, or make them proud, or rich, or happy?
Features and benefits are like to logic and emotions. Understand the difference. Know what your own features and benefits are. Then craft your sales message to tap into your customers buying decision. Show them why they want to buy from you, and then seal the deal with logic and features.
Figuring out your offer’s features is fairly easy, but oftentimes entrepreneurs have a challenge extracting the benefits. The benefits of your offer are WHY customers buy from you. If you’re stuck on the real benefits that catch your buyer’s attention, learn how to craft a message that resonates with your target audience and more importantly create a message that they remember when they’re ready to buy. Discover what it takes to be confident, memorable, and effective.
Your success is my business!