How To Tell A Feature From A Benefit

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How To Tell A Feature From A Benefit

Encourager-In-Chief: June 13th, 2018

Ignore this at your own peril!

It’s been 20 years since I started training salespeople and yet one of the most timeless lessons is always explaining the difference between a feature and a benefit. While this may seem like a basic lesson, experience has taught me that there are always people who need to learn this lesson for the first time or be reminded of it occasionally.

The easiest way to explain the difference between a feature and benefit is that a feature is what something is and a benefit is what something does. For example, a television remote control is a feature because it’s a piece of plastic which contains some technical circuitry and a couple of batteries. The benefit comes from what it does: provide convenience.

An insurance policy is a feature because it’s a piece of paper with a lot of technical speculations and stipulations. Its benefit is that it provides peace of mind and security.

While we’re on the subject, let’s go through the only four benefits people buy (again). People will only buy from you if you can 1) save them time, 2) save them money, 3) provide convenience, or 4) give them peace of mind.

With these guidelines, I encourage you to think about what you sell and what benefits they offer your customers. For example, if you own a pizza place, you save your customers time and provide convenience by providing ready-made, take-out orders for pickup. If you are a real estate agent, you save your customers time and provide peace of mind doing all the legwork in finding out whether or not the property they are interested in is a sound investment. If you are an accountant, you save your customers money by making sure they only pay the correct amount of taxes and give them peace of mind that they are not going to get a nasty-gram from the IRS.

Always remember to communicate the benefits of what you provide to your customers in the language of the listener. You will benefit from it as much as they will.

All sales is communication.
- Dave Romeo

This excerpt is taken from my Sales Academy.

How To Tell A Feature From A Benefit


I encourage you to order my Sales Mastery audio program, which also covers this lesson in much greater detail.

Sales Mastery


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