Is there a mystery to features and benefits marketing? Is this a sales skill that takes years to learn? No. As a matter of fact, I’m going to show you exactly how and when to use features and benefits in your next sales presentation.
Features, benefits, logic and emotions. We’ve talked about how consumers make buying decisions. The actual decision to buy is an emotional, one and it’s quickly followed up by a search for logic to back up the decision.
Let me share an example…
Someone might go into a financial planner’s office because they’re afraid they’re not investing enough. They won’t have enough for retirement and they’re terrified. Seeing that the financial planner has 20 years of experience isn’t going to convince them to retain that planner’s services. The benefit of a financial planner that’s helped hundreds of people retire comfortably will make a sale. Suddenly that fear is dissipated, and the 20 years of experience is the feature, or the logic, that they need to back up their decision.
Unfortunately, many service professionals begin with the features.
They start by saying:
“I have 20 years of experience…”
“I have a degree from Harvard…”
“We have low fees…”
And so on…
These features are great, but they’re not going to make a sale, they’re going to seal the deal, and that means they need to be pulled out later – after you’ve stated your benefits and helped your prospect decide that they’re going to buy.
Start with Probing
When you’re talking to a prospect the first step is to ask questions. Make them feel welcomed and listened to. This is also the opportunity to ask questions and make sure you understand what they want, and what emotions they’re feeling. You know, what’s their big challenge that’s preventing them to have a smooth day?
Once you have an understanding about the prospect’s needs and reasons for contacting you, you can then begin to talk about the benefits that are relevant to them.
If they’re not clear on their reasons or the problem they’d like to solve, ask them if they’re experiencing problems that you commonly see.
Positioning Benefits in Your Presentation
Now it’s time to begin showing how your services solve their problem(s). Talk about the benefits. Remember, you’re not selling your 20 years of experience; you’re selling how you’ve helped people retire in comfort. (Referring back to my financial planner example.)
Back up your benefits with relevant testimonials. Craft a sales message that includes testimonials that back up your claims.
Here’s a example…
As you talk about how you help people retire comfortably, you might pull out a glossy one-page testimonial from a customer sitting on the beach, raving about how well their retirement is going thanks to your services. (You are now sharing success stories of your clients.)
Positioning Features in Your Presentation
Features seal the deal. Once your prospect is nodding and you’ve made your case, back it up with the features. See how nicely features fit in here? 😉
Tell them about your 20 years of experience, your low fees, and so on. Help them justify their decision to buy with logic and assurances that they’re making the right decision.
Is your presentation not exactly a TED Talk?
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Combining Features and Benefits Marketing
Features and benefits, emotions and logic – they’re all part of a buying decision and should be part of your sales presentation.
Get them in the right order and you’ll have great results!
Figuring out your offer’s features is fairly easy, but oftentimes entrepreneurs have a challenge extracting the benefits. Understanding features and benefits marketing is crucial, 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. Here’s my review on a sales book that will help you communicate a confident, memorable, and effective message.
Your success is my business!