Rule 1: Sell Benefits, Not Features

Best selling author and sales guru Brian Tracy says:

The biggest mistake entrepreneurs make is in focusing on what their product or service is. Rather, it's what it does that's important, says Tracy. "A health-food product contains nutrients that are good for the body. That's what it is. What the product does is make the customer thinner, more energetic, and able to accomplish more with less sleep," he explains. "Always concentrate on how your product will benefit your customer."

What do you say about the benefits of your product or service, not just all the bells and whistles it contains? I like to make a list periodically, and also ask my more trusted clients occasionally to do so as well.

Comments

[Wendy Maynard]

Thanks for posting this. As a marketing consultant, I find myself reinforcing this concept over and over. Here is a tidbit that I wrote in my blog your readers may find interesting:
_____________________________________________________
What's the Difference Between Features and Benefits?

In my business, I find clients often fall into the trap of wanting to express the features of their company instead of highlighting the benefits. Here’s a way to distinguish the two perspectives: Features are attributes of a business, service, or product. From your customers’ point of view, they are boring. In contrast, benefits answer the question, “What’s in it for me?” They provide a value to your customer and they are compelling.

Here are some examples of boring, feature-focused marketing:

• We provide excellent customer service.

• Our firm has been around for 25 years.

• We’re a full-service company.

• The XYZ product is the best of its kind.

Why is this boring marketing? Because there is nothing unique or remarkable about these statements. And, they are the exact same messages your competitor is using. Yes, these sentences may be true. However, they do nothing to set your business offerings apart. These phrases are not going to magnetize your customer.

Instead, you have to THINK like your customers. Meet their specific needs and solve their unique problems. In your marketing materials, tell them about the unique benefits your company provides. Make sure your business is memorable. If your customers can’t remember you, they can’t tell others about your services or products. Common benefits include: make more money, save time, lower stress, lose weight, more energy, work less and energy, and so on.

Examples of benefit-based statements to attract your customers:

• Sales Trainer: “We will take the fear out of selling.”

• Cosmetic Dentist: “A smile makeover can make you look years younger.”

• Mortgage Company: “We’ll find the right loan for you at the best price.”

These statements work because they are focused on what a customer will get. They solve a problem. And, they show an understanding of people’s challenges and plans for the future.

If you want to look at some more examples, here’s a few real-life ones:

• Gillette Razor: The closest shave, less irritation, superior comfort.

• Nutro Dog Food: Great taste, highest nutritional benefits, healthy skin & shiny coat

• H & R Block Tax Preparation: Maximum refund, Service year round, Convenience

Hugs, Wendy Maynard, your friendly marketing maven

[Ecurrency]

The golden rule - Features tell, Benefits sell

Taking the initiative to identify and solve customer-related problems in unique ways is the key to making your company stand out.