Feature-Benefit Selling Find Features, Boost Benefits Feature-Benefit Selling Selling LAP 113

Objectives Describe feature-benefit selling. Prepare for feature-benefit selling.

Describe feature-benefit selling. Objective Describe feature-benefit selling.

What was your last major purchase? iPod? Running shoes? Handbag? What was your interaction with the salesperson like? S/He might have used feature-benefit selling. Feature-benefit selling is everywhere!

Our Economy Highly competitive Market-based Wide variety of goods and services New products appearing every day Consumers with wide range of desires and interests

Feature-Benefit Selling Proving to your customers that your product has the features that will benefit them Can occur anytime during the selling process Should always occur during the sales presentation as part of the sales dialogue and product demonstration

Features and Benefits Customers do not buy features—they buy benefits. Customers do not buy the product itself—they buy what it can do for them. Pointing out features is not enough—customers want to know “what’s in it” for them. You must be able to compare features and benefits with competitors’ products. You must be able to translate features into benefits.

Features Something the customer can: Touch Feel Smell See Measure Answer the question, “What is it?” Some are obvious; some are hidden. Help describe the product

Benefits Three types of benefits: Obvious/Apparent benefits Advantages that need little explanation by the salesperson The customer can easily recognize the benefit. You should still point them out to prove the value of the product. Advantages customers get from products How the product helps its buyer Answers the questions: “How will I benefit?” “What’s in it for me?” Unique/Exclusive benefits Advantages that are available only from your good, service, or business Give you a definite selling advantage over your competitors Hidden benefits—advantages that cannot be seen or understood without the assistance of a salesperson

Prepare for feature-benefit selling. Objective Prepare for feature-benefit selling.

Preparing for Feature-Benefit Selling It’s helpful to create a feature-benefit chart. To create a feature-benefit chart, you must know: What features to look for in a product Where to get the information you need What to do with the information when you get it Customers look to you for information and advice. You must be: Thoroughly familiar with the features of your product Prepared to translate features into benefits for individual customers

Creating a Feature-Benefit Chart Step One—Find your product’s features. Common product features: Construction and materials What is this material? Who makes it? How is it made? What’s the difference between these two items? Appearance and style Our society is very fashion- conscious. Customers consider color, line, and design in everything they buy. Unique or novel features Durability—how long will the product last and give dependable service? Product uses What will it do? How can it be used? Service and warranty— especially important with big- ticket items such as: Appliances Electronics Cars

Creating a Feature-Benefit Chart Step Two—Know where to get facts about product features. Best places to look: The product itself Buy or use the product. Check materials that accompany the product. Manufacturer’s brochures and publications Usually free Can obtain more information by writing manufacturer or checking online Best source of information on construction and materials Customers Promotional materials Product bulletins Catalogs Manuals Other sales personnel Rely on those with more knowledge and experience. Don’t be afraid to ask questions.

Creating a Feature-Benefit Chart Step Three—Create a feature-benefit chart. List all the product’s features. Begin with the ones the customer will see first. Then, list the less-obvious ones. For each feature, ask “What does this mean for the customer?” Keep in mind: A feature can often provide more than one benefit. It’s helpful to arrange items alphabetically. Write each benefit beside its feature.

He was pretty sure that his competitor’s product had a more limited warranty than his own product. Brad sells high-end televisions. A customer told him that another store has a similar television for $200 less. He hadn’t exactly done his homework on the other store’s product. Is it ethical for Brad to mention this to the customer when he’s not completely sure? What would you do in this situation?

MarkED Acknowledgments Original Developers Christopher C. Burke, Sarah Bartlett Borich, MarkED Version 1.0 Copyright © 2007 MarkED Resource Center

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