A Simple Test for Distinguishing Features From Benefits

Salespeople are sometimes advised to promote advantages, not simply options. However the distinction can generally really feel blurry. Is the product’s capacity to scale with a prospect’s development a characteristic or a profit? What about its best-in-class high quality? Or its ease of use?

Understanding the distinction between options, benefits, and advantages is essential to a rep’s success. A really holistic strategy to promoting means conveying all three of those parts to show the enterprise’s worth to prospects.

For a deeper understanding of options, benefits, and advantages, check out this video by Adam Erhart.

Examples of Options, Benefits, and Advantages

Utilizing HubSpot’s Conferences device for example, this is methods to break down options, benefits, and advantages.

Features vs. Advantages vs. Benefits

  • Instance Characteristic – HubSpot’s Conferences device gives an interface that’s synced to your Google or Workplace 365 calendar.
  • Instance Benefit – Prospects choose the assembly time that works for them with out backwards and forwards e mail communication.
  • Instance Profit – You’ll attain extra leads, ebook extra conferences, and shut extra offers with much less admin work.

Subsequent, let’s take a dive into options vs. advantages to raised perceive the distinction.

Characteristic-Profit Promoting Examples

Listed below are two few feature-benefit examples that appeals to clients with totally different wants.

Characteristic: “Our platform mechanically information your conferences. The enhancing instruments make it simple to take away background noise, clip pointless sections, and flag key sections of the recording. When you’ve completed enhancing, you possibly can ship the file to all of the assembly attendees with one click on.”

Profit for Purchaser #1: “Since your organization values transparency, I’d like to indicate you our recording characteristic. Each assembly is mechanically recorded. On the finish of your day, it’ll take two seconds to ship the audio recordsdata to every group of attendees and add them to your organization server. Everybody in your group can have full readability into your conferences.”

Profit for Purchaser #2: “You’ve talked about how a lot time you spend after each assembly writing a abstract in your stakeholders. With our platform, you will get virtually all that point again. Each assembly is recorded. You’ll be able to ship the audio file as is, or simply clear it up, minimize it down, or name out vital sections, with our enhancing instruments. The whole course of will take 5 minutes quite than half an hour.”

Each of the advantages described present an emotional significance that is tied to the particular characteristic. In the course of the qualification course of, you will get to know your prospect’s pains intimately, so a part of the problem can be mapping these options into advantages to drive the purpose residence.

You are able to do that by figuring out benefits, which bridge the hole between options and advantages (extra on that later). Nevertheless, the excellence between benefits and advantages is trickier.

In essence, benefits are why the options matter, and advantages are why the benefits matter.

As a result of options are the nuts and bolts of the factor and other people make choices primarily based on emotion, promoting on options alone isn’t sufficient.

It is the advantages that persuade them to purchase.

The way to Promote Advantages Slightly Than Options

Reps can not correctly clarify their product’s advantages with out realizing their purchaser’s objectives, challenges, and needs. Because the above instance reveals, what appeals to at least one prospect may not resonate with one other.

Asking the correct discovery questions is important however not ample. As soon as salespeople have correctly assessed their prospect’s state of affairs, they have to map every characteristic to their prospect’s wants. The hyperlink between functionality and drawback or want turns a characteristic right into a profit.

It could be useful for reps to ask themselves, “So what?”

For instance, let’s say a salesman is pitching her consumer analysis agency’s providers to the pinnacle of product at a startup.

Her unique assertion may be: “We deal with each stage of the consumer analysis course of, from discovering members and designing inquiries to analyzing the outcomes and making a report.”

She asks herself, “So what?”

That query leads the salesperson so as to add: “You’ve talked about how rapidly your group wants to maneuver. By outsourcing the consumer analysis course of, you possibly can take merchandise from thought to launch no less than two weeks quicker — which gives you an enormous aggressive benefit.”

Answering the silent “So what?” of their clarification forces salespeople to personalize their messaging.

When explaining advantages, high quality beats amount.

Salespeople are sometimes tempted to elucidate each characteristic of their product. Sure, prospects need to get their cash’s value — however they normally don’t equate extra options with greater worth.

When a rep throws the kitchen sink on the purchaser, two issues occur. First, the customer feels just like the salesperson doesn’t actually “get” him or his state of affairs. He’s invested time and vitality into answering the rep’s questions, so why is he getting a one-size-fits-all clarification?

Second, the salesperson inadvertently deemphasizes the main points that really matter to her prospect. If she spends 5 minutes on two factors, she will be able to spotlight why these objects are so vital. But if she spends that very same 5 minutes on 4 factors, she will be able to’t discover them to the identical diploma. Slightly than studying about two issues that actually curiosity him, the customer will get a rushed dialogue of two issues that curiosity him and two issues he doesn’t care about.

The takeaway? To efficiently promote advantages, salespeople should pass over the knowledge that doesn’t pertain to their prospects. Earlier than they supply a brand new element, they need to ask themselves, “Will this side of the product assist the customer obtain their objectives or alleviate their ache?” If the reply isn’t any, they need to skip it.

Promoting the Sizzle, Not the Steak

Well-known salesman Elmer Wheeler, coined the phrase “promote the sizzle, not the steak” within the Twenties. Greater than 100 years later, that phrase nonetheless applies. What Wheeler meant by that is that the sizzle is simply as engaging, if no more so, than the steak itself as a result of it contributes to the expertise and emotion that comes with consuming a steak.

Stated in as we speak’s phrases, prospects will not usually make a purchase order except they will see how the product will enhance their lives. The acquisition ought to clear up a ache level for the client that makes their total expertise higher. To carry this previous saying to life, reps ought to concentrate on promoting advantages as a substitute of options.

Editor’s be aware: This submit was initially revealed in October 2016 and has been up to date for comprehensiveness.

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