How to sell on benefits not features

Position your marketing and sales activity around what your product and/or service 'does' rather than what it 'is'. Think about what personal advantages the customer receives as a result of purchasing your product or service, how will they 'feel' after they have purchased?

Always concentrate on how your product or service will benefit your customer, what personal advantage will they gain from this purchase? This is key selling %p; understand this and you will convert more sales when the customer knows they will gain an advantage over their competitors, even if this is only short term. A selective customer approach is of course required here for the customer advantage to be possible.

For example, a health-food product contains nutrients that are good for the body. That's what it has (the features). What the product does is help to make the customer thinner, more energetic or be able to accomplish more with less sleep, (these are the benefits). 

Sell to your target market

Your target market is defined as 'those people that are most likely to purchase your products or services'. Understanding the characteristics of your existing customers and looking for potential customers with the same characteristics will improve the effectiveness of your marketing strategies and ultimately your ability to sell more products and services.

Why should a prospect purchase from you and not from your competitor? A good sales tip is to try to come up with the likely objections that a prospect will throw up at you as a result of attempting to move them away from the competitors. 

Selling tips

Some typical objections you may have to overcome:

  • Happy with current supplier.
  • Price is too expensive.
  • I have enough stock right now.
  • I am happy with the quality of the product I am purchasing right now. 
  • I am happy with the service I am currently receiving.

For each of these objections you should come up with an 'off pat' response, which effectively and clearly differentiates your product and service from the competition (especially the one the customer is referring to).

Do this carefully as this is the point when you demonstrate the benefits of using your product or service against what the prospect is purchasing now. Here we are changing the perception of the prospect from what they thought was a good deal before to what a great deal they are now getting from you!

In short you are taking their 'blinkers' off so they can now see more benefits as a result of purchasing from you. This is where you would utilize your competitive (and hopefully sustainable) advantage. 

Comment /Source

John Duffield

I am a Creative Information Marketer first and foremost, providing businesses with tips, ideas and resources to help them grow their business. I create many tools, Apps and digital products which are used by over 1,000 business all over the world. I enjoy creating resources for business that are ultimately used as part of their ongoing metrics.