One of the most basic marketing strategies is the correct use of features and benefits to sell a product or service. Corporate sales training programs, online education programs, and business school curriculum always include this key selling technique. It is a fact that customers are more responsive to benefit-focused selling points, versus feature-based. While the words “benefit” and “feature” might sound like they mean the same thing, they do not.

Benefits and Features – Definitions

These two words cannot be used interchangeably. There is a very important difference that is subtle but distinct.

Features – What a product/service has. Your list of features should include all technical details, product specifications, and product descriptions. Answers: “What does it have?”

Benefits – what a feature means. Benefits solve a problem. Answers: “What will it do for me?”

Benefits Sell

It is vital to be able to recognize the difference between a feature and a benefit, because features tell and benefits sell.

By looking around at business advertising – e-commerce sites are often the worse offenders – you will see that many business owners missed the boat on the features vs. benefits lesson. A little bit of time spent focusing on your product and what it really offers (that is, how it really helps) can result in huge payouts.

Why Selling Features Does Not Work

To most customers, the first response to a salesperson or marketing approach selling features is to tune them out. Picture buying a riding lawnmower. What can I do with it? What problems is it going to solve for me? Perhaps later in the purchase decision process I might want to know about technical specs but first and foremost is “what’s in it for me?”

In other words, a buyer’s thought process is ordered something more like this:

1. How does it help me? (benefits)
2. How does it do this? (features)

Why Selling Benefits Works

People make purchasing decisions largely because of the positive emotions tied to product benefits. If I am buying that riding lawnmower, tell me about how the super-fast cutting action will save me hours each summer so that I can enjoy the pool with the family. I will surely be happier when I do not have to strain my body pushing a mower after a long week’s work. With this riding lawnmower I can just sit back and relax, and get the lawn mowed at the same time! That is selling benefits.

The Difference Between Benefits and Features: Another Example

Here is an example of selling a family car. Notice the difference between the two approaches below:

1. When selling a vehicle based on features, it might look something like this:

“The new 2008 model van has a V6 engine, antilock brakes, a LATCH child seat safety system, traction control, and front/side airbags.” This rambling list of features may interest some people, but 99% are lost at the word “van”.

2. People buy when the seller talks their language. Sell using benefits:

“The 2008 is loaded with top-of-the-line safety features to protect your family in the events of near-misses or accidents. The easy to use LATCH car seat system is actually bolted into the frame so you can rest assured your children are safely secured. This van has consistently earned one of the highest safety ratings available and, as with all of our cars and trucks, you will still be able to stop and go precisely as you command with a state of the art traction control system and powerful V6 engine.”

The Benefits of Benefits: Benefits Sell More Products

As with anything in business, a little bit of planning goes a long way when you are ready for action. The wonderful thing about planning for sales and marketing is that you can start it at anytime. After reading about the importance of focusing on the right perspective, set aside some time to sit down and make sure you are showcasing the most important benefits of your product and service. Follow up with the features.

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