Why Feature-Benefit Selling Will Increase Your Sales (2023)

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  • Why Feature-Benefit Selling Will Increase Your Sales

Why Feature-Benefit Selling Will Increase Your Sales (1)

Daniela McVicker

  • November 15, 2019

(Video) Benefits vs. Features: The Crucial Key to Selling Your Product and Services - Dan Lok

Why Feature-Benefit Selling Will Increase Your Sales (5)

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The current business ecosystem is very competitive. Customers have access to a broad spectrum of products and the choices are limitless. More importantly, new products hit the market on a daily basis, because no two consumers are identical. They all have different needs, interests, and pain points.

These differences underline the importance of helping a customer connect the features that a particular product has with its benefits, namely the way they will improve their quality of life.

While this seems to be a reasonably straightforward approach, it’s proven to be a highly efficient sales strategy that can have a significant impact on your business’s revenue.

In this article, we’ll take a closer look at what feature-benefit selling is, how to use it properly, and why you should consider opting for it ASAP.

Let’s dive right in, shall we?

(Video) Benefits vs Features | The Crucial Key to Selling More Of Your Product and Services | Adam Erhart

Let’s define what features and benefits are

While these are by no means obscure words that demand a dictionary definition, we need to establish what the functions of features and benefits are in the context of feature-benefits selling. To a certain extent, we can think of them like a “set-up and punch line”-type operation, where the features set up a person’s expectations and the benefits act as the punchline, by delivering the value of a product/service. Here’s a more detailed look:

  • Features are representations of a particular product or service. They are an extension of what a person can do with a specific product or service. It aims to describe how their spectrum of liberties and opportunities can broaden after this acquisition.
  • Benefits show the end results of the above-mentioned liberties. Namely, what a person can achieve by taking advantage of the extended liberties and opportunities that a product’s features can offer.

Providing customers with the benefits of purchase is crucial because they can move away from the technical peculiarities of an object or service, allowing them to focus on how it can elevate their life. This is a shift from factual information to emotional stimulation.

What is feature-benefit selling?

Feature-benefit selling is the process of connecting your the things your product helps your customer do (features) to the goals it will help them achieve and the pain points it will help them eliminate.

For example, the Mailshake product empowers salespeople to automate their prospecting outreach via personalized mail merges, social media integrations, and native phone dialing. These are some of the features we might show on a demo.

The benefit Mailshake provides (ie. what our customers actually care about) is that it saves them time by automating the repetitive task of reaching out and following up, and generates more leads for their business.

The process we employ to show potential customers how our features will help them realize those benefits is feature-benefit sales.

How do you shine a light on the benefits?Why Feature-Benefit Selling Will Increase Your Sales (6)

There is a wide array of emotions that salespeople can explore to increase their sales: fear, greed, a sense of belonging, and so forth. Feature-benefit selling, on the other hand, allows people to make purchases that help them alleviate frustrations, they’ve been dealing with for quite some time.

Eliminating a person’s frustrations is a gateway to a vast number of amazing things, like having a higher social status, having better self-esteem, saving time, being more productive, maximizing pleasure, personal empowerment, and many, many other things that people are profoundly passionate about.

(Video) Features, Advantages and Benefits - Sales

Another highly effective way of tapping into a customer’s emotions is making them aware of a problem they might be facing, even if they are not aware of it. There are a few ways to do that. The most widespread scenario for it is the following:

  • Tap into a customer’s desires. Find out what they’re passionate about and what their most pressing problems are;
  • Make them aware of one or a few issues that they might be facing that might stop them from achieving their desires;
  • Introduce a solution as soon as they realize they need one. This solution needs to be associated with the product or service you’re offering;

Here are a few basic examples of how you can connect a product’s features with its benefits through emotions:

  • This car consumes much less fuel per mile than others; the amount of money that reduced fuel expenditure saves is a benefit; the things a person can do with this money is an emotional connector — spend money on family, children, etc….
  • This cream has a set of high-quality ingredients that help you treat acne. The lack of acne can help you gain self-confidence and higher social status.
  • This laptop comes with a preinstalled set of software that is updated regularly and gives you increased protection in terms of cybersecurity. Thus, you gain more confidence when browsing the internet and working with emails.
  • This piece of handmade jewelry is one of a kind — this is a feature. Benefit — you’ll have a unique piece that nobody else owns. This taps into a person’s self-image and self-esteem.

A feature needs to be connected to the benefits of a product through an emotional connection. This makes the customer create a cognitive connection between the product and the improved quality of life. However, there is an important question — how do we know which benefits the customer is interested in?

How to decide what the benefits areWhy Feature-Benefit Selling Will Increase Your Sales (7)

It’s essential to underline that different people are interested in different benefits. There is a variety of social cues that can help you understand what particular customers are interested in and what their pain points are. To understand what the customer might be into, carefully analyze their discourse, ask them how they feel about certain things. Ask them why they’re considering this purchase in the first place. Here are a few things that can help you maximize the efficiency of the benefits that you present to your customers:

  • Tailor them to the desires and needs of the buyer
  • They should make the buyer feel good about themselves and optimistic about the future
  • They should make the buyer feel like life just got better thanks to the product

However, not all benefits should be profoundly emotional in their nature. Sometimes, you might not have enough information to predict what the customer is into. This is a situation where you could allow your prospects to fill in the blanks for themselves. Here are a few examples:

  • This product could save your time so that you can invest it in the things that matter most;
  • This product could help you spend less so that you can invest your money in the things that matter most;
  • This product is very reliable, which means you don’t have to worry anymore;
  • Etc….

This type of information can also be conveyed in written form, on your website or in brochures. There are many online services like Top Writers Review and Hemingway that can help you make your writing more emotive and evoke a specific spectrum of feelings in a person.

Consider storytellingWhy Feature-Benefit Selling Will Increase Your Sales (8)

Storytelling is an incredibly powerful way of making your message persuasive, by placing it in the context of a story or a personal account about a real person.

Merely telling a prospect about the features of a product won’t entice them to make a purchase. As we’ve observed previously, people are driven by emotions.

(Video) Sales Tip #10 - Features vs Benefits - Your customers don't care about features

Storytelling is a very powerful approach that allows you to tap into potential customers’ emotions. These aren’t just speculations. There is plenty of research that indicates the interdependence between exposure to exciting stories and elevated oxytocin — an important hormone associated with pleasurable social interactions.

Whenever you hug a close person, grab your significant other’s hand, get a pat on the back, your oxytocin levels elevate. This is the hormone that tells us that we’re in safety and that we’re around people we can trust. A very important study published in 2013 by Paul J. Zak’s proves that storytelling can replicate the same reaction as social interactions in people.

Here are a few suggestions that’ll help you tell a story:

  • You need a story that is actually interesting and relevant;
  • Tell the customer about the protagonists of your anecdote. What drives them, what are the issues that they’ve been facing?
  • Try to focus on simple language. Don’t use marketing or niche jargon;
  • Underline how the protagonist felt once they’ve solved their problem. Were they happy? Elated? Relieved?
  • Close with a powerful call-to-action;

Storytelling allows us to speak to the core of what makes us human — the ability to associate with others. By incorporating this technique in your feature-benefit selling, you’ll be able to increase your sales and revenue significantly.

Conclusion

When presenting products and/or services, it’s essential to go beyond just presenting the features that it has, you need to focus on the benefits that a person will enjoy after making this purchase. Implementing some storytelling will only increase the probability of closing a deal. We hope you found this article helpful. Good luck!

Daniela McVicker is a blogger with rich experience in writing about UX design, content planning, and digital marketing. Currently, she is the chief contributor at Rated by Students where she strives to build trustworthy relationships with customers using the latest marketing trends.

FAQs

How does linking benefits to product features help to promote sales? ›

Feature-benefit selling is the process of connecting your the things your product helps your customer do (features) to the goals it will help them achieve and the pain points it will help them eliminate.

How is Feature-Benefit selling used during a sales presentation? ›

Feature-benefit selling requires sales reps to bridge a connection between two things: The specific (sometimes technical) functionality that a product has to offer, The ways in which the customer's life will improve because of those features.

Why feature and benefit is important? ›

Here's the quick and dirty answer: Features are aspects of your product, which could be technical or descriptive. Benefits are why that feature matters for your customers. In other words, how that feature makes their life better.

What are the benefits of increasing sales? ›

7 Marketing Benefits Gained from Sales
  • 1) We are all members of the same team. ...
  • 2) Creativity increases. ...
  • 3) It strengthens your brand. ...
  • 4) Company culture improves. ...
  • 5) A better understanding of your customer. ...
  • 6) Understanding the buying process. ...
  • 7) Learning how to negotiate.
Jun 1, 2017

Why is feature benefit selling important? ›

Feature-benefit selling techniques highlight the advantageous results of a product's specific features. With these features and benefits in mind, customers may conceptualize a certain product as superior to others in the market. This conceptualization can lead to an increased potential for brand loyalty.

Why is it better to sell benefits than features? ›

Selling benefits rather than features makes it a lot easier to charge higher prices. You are able to differentiate your product by creating a story that emphasises intangibles. This helps you justify a higher price than a generic product.

Which one sells better feature or benefit? ›

Features tell, benefits sell. Features are often technical in nature, describing what the product or service does. Benefits, on the other hand, paint a picture of success in the prospect's mind of how it will change their life in some way.

Are benefits features or specifications the best way to sell a product or service? ›

A list of features can help with factual information, but explaining the benefits is a far more effective way in terms of the customer relating to your product or service.

What are the benefits of selling activities? ›

11 Advantages of a Selling Career
  • Selling solves problems and fulfills needs. ...
  • Only your efforts and creativity limit your potential. ...
  • Selling provides an opportunity to work with people. ...
  • Selling may be the purest form of empowerment. ...
  • Selling is a psychological high. ...
  • Selling makes you test your mettle every day.
Sep 29, 2017

What is feature to benefit? ›

The difference between features and benefits: A feature is a part of your product or service, while a benefit is the positive impact it has on your customer.

Why are product features important? ›

Introduction. By product features, we mean the particular characteristics or attributes of a product that makes it unique from the other products in the market, delivering a significant value to the consumers.

What you tell your client about the feature or benefit of a product is called? ›

The proposition is an easy-to-understand reason why a customer should buy a product or service from that particular business. A value proposition should clearly explain how a product fills a need, communicate the specifics of its added benefit, and state the reason why it's better than similar products on the market.

How do you increase sales growth? ›

Increase sales
  1. INTRODUCE NEW PRODUCTS OR SERVICE. Provide a broader range of products or services for your clients. ...
  2. EXPAND TO NEW DOMESTIC MARKETS. ...
  3. ENHANCE YOUR SALES CHANNELS. ...
  4. MARKETING ACTIVITIES. ...
  5. CHANGE YOUR PRICE. ...
  6. BE AWARE OF THE COMPETITION. ...
  7. IMPROVE COMMUNITY RELATIONS. ...
  8. DON'T NEGLECT CUSTOMER SERVICE.

What are the strategies to increase sales? ›

  • Be Present With Clients And Prospects. ...
  • Look At Product-To-Market Fit. ...
  • Have A Unique Value Proposition. ...
  • Have Consistent Marketing Strategies. ...
  • Increase Cart Value And Purchase Frequency. ...
  • Focus On Existing Customers. ...
  • Focus On Why Customers Buy. ...
  • Upsell An Additional Service.
Mar 30, 2021

What is the benefit to the customer? ›

The term customer benefit is tied to the customer's needs, which are satisfied by a particular product or service. This need determines which product or service the customer buys. The term benefit sounds very rational. But even needs like fun, luxury or a certain image can be a customer benefit.

What must a salesperson know to create a feature benefit chart? ›

To prepare a feature-benefit chart, a salesperson must know: facts about the product. A customer interested in buying an expensive product asks a question you can't answer. The customer leaves without buying but promises to come back later.

What selling wisdom is to sell benefits and not features? ›

It basically states that if you want to sell something, your marketing messages should focus on the benefits of your product to potential customers, and not on its features. Not everyone understands this concept, however, and that is probably the reason why people forget to apply it to their copy or marketing material.

What is the main goal of selling? ›

1. Increasing Your Monthly or Annual Revenue. Revenue targets are the fundamental sales goal example — this KPI should be one of every company's primary sales goals. A typical sales goal example here: increase month-over-month/year-over-year revenues by 10%.

How do you flip features into benefits? ›

Here's how you transform any feature into a tangible benefit:
  1. 1) Clearly define the feature itself. ...
  2. 2) Describe why/how the feature is a benefit to the client. ...
  3. 3) How is that different than others? ...
  4. 4) Why is that better? ...
  5. 5) Pose a closing question.
Oct 15, 2015

How do I sell benefits and not features? ›

It is the key to turning a prospect into a buying customer.
  1. Engage with your audience. Remember market research? ...
  2. Speak your audience's language. ...
  3. Get Emotional. ...
  4. Turn your features into clear benefits.
Jul 1, 2019

What is a benefit statement sales? ›

What Is a Benefit Statement? Basically, it's a statement that clearly communicates the benefits of a particular product or service. Your customers will be able to grasp the true value of your business and purchase based off that, rather than just features.

How important is sales performance? ›

Performance impacts your bottom line

In order to secure more sales, agents have to be connecting well with customers. Tracking your sales performance also sets you up to meet or exceed your company's revenue goals. The formula is pretty simple: the more sales your reps close, the more revenue your company generates.

What are the benefits of online selling? ›

Advantages in detail
  • Faster buying process. Customers can spend less time shopping for what they want. ...
  • Store and product listing creation. ...
  • Cost reduction. ...
  • Affordable advertising and marketing. ...
  • Flexibility for customers. ...
  • Product and price comparison. ...
  • No reach limitations. ...
  • Faster response to buyer/market demands.

Why is buying and selling important in business? ›

Buy/Sell agreements are important if you own a business or even just part of a business. Without it, your business could face a world of financial and tax issues upon the owner's death, incapacitation, divorce, bankruptcy, sale, or retirement.

Why is product benefit important? ›

Providing product benefits to customers is a key component of creating a product or service that generates profit. Understanding what makes your product or service appealing maximizes your ability to develop and market it effectively.

What is the difference between benefits and features of a product? ›

Benefits: What's the Difference. Features are what the product or service does, describing which attributes set it apart from the competition. Benefits describe why those features matter and how they help the target audience.

What are the benefits of the products to the customers? ›

Product benefits are the things a product offers to satisfy the needs, desires and wants of a consumer. They are what a consumer hopes to get, feel or achieve when he/she uses a product. Product benefits can either be actual or perceived. Perceived benefits include the products popularity, its image or its reputation.

What are the differences between features & benefits? ›

The difference between features and benefits: A feature is a part of your product or service, while a benefit is the positive impact it has on your customer. Think about your favorite pair of jeans.

How do you turn a feature into a benefit? ›

Here's how you transform any feature into a tangible benefit:
  1. 1) Clearly define the feature itself. ...
  2. 2) Describe why/how the feature is a benefit to the client. ...
  3. 3) How is that different than others? ...
  4. 4) Why is that better? ...
  5. 5) Pose a closing question.
Oct 15, 2015

How do I sell benefits and not features? ›

It is the key to turning a prospect into a buying customer.
  1. Engage with your audience. Remember market research? ...
  2. Speak your audience's language. ...
  3. Get Emotional. ...
  4. Turn your features into clear benefits.
Jul 1, 2019

How product development affects the increase in sales? ›

Developing new products provides a means to target new markets, increase market share, sell more and increase revenue streams. Meanwhile redesigning existing products enables costs to be cut, margins to be increased and ultimately more profits to be made.

What you tell your client about the feature or benefit of a product is called? ›

The proposition is an easy-to-understand reason why a customer should buy a product or service from that particular business. A value proposition should clearly explain how a product fills a need, communicate the specifics of its added benefit, and state the reason why it's better than similar products on the market.

What must a salesperson know to create a feature benefit chart? ›

To prepare a feature-benefit chart, a salesperson must know: facts about the product. A customer interested in buying an expensive product asks a question you can't answer. The customer leaves without buying but promises to come back later.

What is a feature benefit chart? ›

A feature benefit chart goes over a product's features so that consumers can see what the product offers.

What is the purpose of describing features to your customer? ›

The purpose of a product description is to supply customers with important information about the features and key benefits of the product so they're compelled to buy.

How do you describe the features of a product? ›

What are Product Features? Definition: Product features are a product's traits or attributes that deliver value to end-users and differentiate a product in the market. The battery life of an electronic device can be considered a feature. So can the fabric or other materials a suitcase is made from.

Why are features important? ›

When Do Features Matter the Most? Features always matter because they provide your customers with hints about how well your product or service will deliver its benefits.

Why are features and benefits often confused? ›

Marketers often confuse features with benefits mostly because of intent. Experienced or well-read marketers know that it is important that their products or services solve the problems of the consumers.

Videos

1. Features Versus Benefits Sales Training - "What's in it for me?"
(SOCO/ Sales Training)
2. Features, Benefits and Meaning (Add These Components In to Start Selling MORE)
(Peng Joon)
3. Sales Tip - Feature Function Benefit Advantage Value
(Victor Antonio)
4. Feature Benefit Selling Examples (AI Generated) Jasper.ai Feature To Benefit
(Marketing Island)
5. Selling is ART (Feature Vs Benefit)
(Praveen Kumar Sharma)
6. Whiteoard animation- Features and Benefits
(Magic Spangle Studios)
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