How to uncover benefits that really matter to customers

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Lesson1: Benefits VS Features

How to uncover the benefits that really matter to your customers

BENEFITS VS FEATURES

FeaturesA fact that describes what it has or does

Advantages What I can do with it or why it’s needed

BenefitsWhat I gain or how my life gets better

Don’t tell customers what a widget does.

Tell them how it willimprove their life!

So what?

MOTIVATION

People don’t buy products.

They buy solutions to problems or to satisfy a

motive.

Why people buy – Bob Bly To be liked To be appreciated To be right To feel important To make money To save money To save time To make work easier To be secure To be attractive To be sexy

To be comfortable To be distinctive To be happy To have fun To gain knowledge To be healthy To gratify curiosity For convenience Out of fear Out of greed Out of guilt

So what?

So what?Makes working safer.

So what?

So what?

Gives you more time for FUN

The more meaningful the benefits the stronger the sell

Keep going until you get benefits that

matter

So what?

So what?

More sales!

Sell with benefits.

Support with features.

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