In the middle of a sales presentation it’s often very easy for your sales team to clumsily manage the difference between a feature and a benefit.

A feature is what a product is…an intrinsic characteristic of the product or service.

Examples of features are:

-Priced at £20  -Red/Blue/Black -Transparent  -Compact  -Lightweight  -TV advertised -The market leader  -The latest technology  -Covered by a three year warranty

…All very interesting (or perhaps not!) but of no real concern to the buyer who really wants to know what the product or service will do for him or her.

In other words, the benefits.

For example: “This promotion will increase your sales (feature) which means that you’ll get increased turnover and profit” (benefit)

Or… “The new display unit is compact and eye catching (feature) which means that you’ll get more impulse sales at the till points (benefit), therefore increasing your profits” (benefit)

Or…”If you order today we’ll be able to deliver in the next three weeks (feature) which means that you’ll have your new car just in time for your short break” (benefit)

You’ll notice that a great way of changing a feature into a benefit is to use the linking words ‘which means’ or you might want to use ‘which gives you’…

Never forget….the product features are important but they are unlikely to clinch the sale without making the link in the customer’s mind to the specific benefit they will derive from your product or service.

That is what the customer is really interested in!

PS: Is your team negotiating money away and missing opportunities to grow your profits? Download your free ‘How Negotiation Ready Is Your Team?’ audit here