In selling products, push the benefits --- not the features

When a customer seeks to purchase an item, usually they are purchasing the benefits of the product versus its features.  For e.g. if a customer seeks to purchase a smart phone, aside from the fact that it’s trending, benefits such as internet capability, the ability to keep in touch with both clients and colleagues and checking documents are critical benefits to securing the sale.  A feature such as fast internet connection enables these benefits,

As a company selling products, you are encouraged to push the benefits and not the features as customers are more motivated by what the product can do for them rather than its dimensions and specs.

Product benefits appeal to the emotions which is what makes pushing the benefits so important.  As a young business owner without a physical office space, a smart phone with the capabilities outlined above would appeal to you therefore an investment in such a device would be seen as important to your business growth.

Pushing the benefits will also allow you to show your audience what exactly they are buying.  A couple with five children would not benefit from purchasing a two-door car even if it is fuel efficient, is four-wheel drive and great on the open road.  The fact is on family outings (which could be daily with school drop offs etc.,) the family would be in a dilemma.  

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The following are some tips to use to assist you in selling the product benefits:

1.       Tell stories – Engage the customer in a conversation prior to the purchase to find out what they are looking for.  In pitching your product, weave in a story as to how your particular product will be beneficial to the buyer.

2.       Use testimonials – There is no greater power than a customer going to bat for your product.  Use customer testimonials to sell your product benefits.  Show potential customers how your current customers have benefited from utilizing your products.  This will provide potential customers with someone to identify with particularly if they are seeking the same benefits,

3.       Use images – Depending on what is being sold, use images to boost your pitch.  For e.g. a nutrition programme that promises a certain amount of weight loss in a specified time would be boosted by before and after client images.  Likewise a product that promises to restore hair loss in a specified time would also benefit from before and after images

Of course there are other strategies that may be used.  Ensure that you know all the benefits of the product you sell and how it can benefit each segment of your target audience.