Benefits, Not Features is what sells!

Many worries in a small business are centered about sales and the need to earn money in order to pay for over-heads like rent, wages and so on. Especially in a technology driven company this can often be a problem. Often you try to sell to your clients as if they are industry insiders who understand exactly what you are talking about. While in reality they are customers and don’t know what makes this widget so special.

You need to sell the benefits of the widget, that is what customers want, benefits. Know who you are talking to, if you are talking to an industry insider, tell him all the technical details, because he understands enough of the technology to understand the details, and then work out the benefits for himself/herself. If you are talking to a customer who wants to use your service or product to gain a benefit from using you, let him/her know what the benefit is.

One word about not being able to show a benefit, I would openly say to my client that there is no benefit from using our product, you may not get a sale, but you will get someone who will respect you and come back, because he/she trusts you. You may also get referrals this way.

By the way, woman are far more benefit talk driven than men. Or as my wife will say to me and my son, talking about the latest gadget, stop talking “klingon” (the star trek species)! ST.

4 Responses to “Benefits, Not Features is what sells!”

1. Craig
   http://www.connexted.com/blog
   
   Said on November 23rd, 2007 at 11:14 pm

   Such a simple idea yet something I always have to explain to new clients. Who would of thought it would be helpful to explain to a customer how you could help them.

2. Stefan Töpfer
   http://www.winweb.com
   
   Said on November 24th, 2007 at 9:24 am

   Craig,

   I do that still wrong and always have to stop myself. I find it interesting that when we are “selling” we are fact driven, while when we are “buying” we are benefit driven.

   Maybe someone knows the answer to that?

   Stefan

3. leaflet distribution
   http://www.wheretoadvertise.co.uk
   
   Said on January 18th, 2008 at 1:51 pm

   Im in the leaflet distribution market and clients can’t seem to understand the concept of selling benefits. When I can get to design the leaflets I can make suggestions which is good, I think small business need to read and understand maketing a bit more if they are to suceed

4. leaflet distribution
   http://www.wheretoadvertise.co.uk
   
   Said on January 18th, 2008 at 1:53 pm

   Im in the business of leaflet distribution and i often time see leaflets that are selling products and services and not benifits. Its can be a bit hard for some people to understand this concept

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