Features and benefits
In English, as I am sure it is true in many other languages, many sales people forget a very important part of the sales process. They forget to match a benefit to a feature.
Over the coming months I will write more on understanding your audience and, why it is important to include this understanding when you are planning your presentation, but for now, let us assume that you know your audience and you know what they like and dislike. This post will deal with the importance of matching benefits to features.
In English we talk about a feature like this:
“Our product has a 5 year guarantee”
However, just by saying this we leave ourselves open to the question “so what?”
In order to make our feature more effective we need to match it with a benefit. So you should say something like this:
“Our product has a 5 year guarantee, which means that if anything goes wrong with our product within 5 years we will fix it for you completely free of charge”
The key phrase here is “which means that…” this phrase links the feature to the benefit and gives the feature a winning edge.
Below is a chart with some other examples on how this works
I have sat through an endless number of presentations where I have been subjected to a list of features that have no meaning to me whatsoever. “this car has a sunroof”
“So what?” I want to scream.
When you are preparing your presentation, you need to make a list of the features you want to sell to your audience, then you need to ask yourself “which means that…?” and add the benefit to the feature.
Then when you are doing your presentation you will always have the “…which means that…” phrase ready. Your audience will appreciate the message and you will be giving yourself a huge advantage over your competition.
This is a very simple technique, but one that can give your presentation a better response that just spilling out long list of features that have little or no meaning to your audience.