How to Sell Benefits? 5 (Different) Ways to Sell the Same Product
Understanding the difference between selling features versus selling benefits is key.
In a recent consulting meeting with an online retailer of cookware here in Athens, I was trying to convey the idea that their team had to pivot from selling features to selling benefits. Let’s be specific. When trying to sell a frying pan, usually a brand communicates the features:
- 11 cm frying pan
- Made using top rated material 3003 Aluminium alloy
- 2-Layer nonstick interior is exceptionally durable
- Spiral bottom
- Dishwasher safe
Instead of selling the features, the brand needs to sell the benefits for its users.
If they target working moms, they could sell the benefit that this frying pan will minimize cooking time, so this mum could have additional time to devote with her kids. If they target single men, they could sell the benefit that this frying pan will upgrade his cooking skills and that he will impress his girlfriend.
A feature is what something is, and a benefit is what people can do or accomplish with it.
Brands need to provide value
Brands need to tell a prospect how their life or business will improve as a result of buying the product or service
Brands need to have empathy and understand the pain points of their customers
Think of the potential benefits of the latest Laptop “Apple MacBook Pro 2019” . Instead of selling the features:
- 13-inch size
- True Tone display and Touch Bar
- Up to 4 TB SSD on 15″, up to 2 TB on 13″
- 8th-Gen and 9th-Gen chips: Up to 8-core on 15″, up to 4-core on 13″
- T2 chip for enhanced security and “Hey Siri” support
- More durable butterfly keyboard
These could be the benefits to consider when planning the strategy for each of these 5 target audiences:
Benefits for an entrepreneur: save time, grow your business by multitasking
Benefits for a stay at home mum: use skype with family, organize photo albums for your kids
Benefits for a video blogger: you will edit videos without any system crashing
Benefits for a teacher: use zoom, skype and teachable with great facetime camera
Benefits for a doctor: impeccable screen resolution for virtual reality medical applications
Suddenly, the entrepreneur can see exactly why this laptop would be a good purchase as the salesperson has related its features and benefits directly to the needs of the entrepreneur. Tailoring a product or service’s benefits to the requirements of the purchaser in this way is the key to making the sale.
Identifying these benefits is the first step. The second step is marketing these benefits, that will personally benefit the potential purchaser.
Brands can then create imaginative storytelling to describe these benefits
Brands can then incorporate elements into their culture
Brands can then craft their digital strategy and build attention
Brands can then adjust their tone of voice, style and brand’s personality traits
Brands can then identify the most authentic and meaningful connection between the brand and what captures the targeted audience’s attention
Brands can then bridge customer situation and brand opportunity with a focus on bottom-line results
Brands can then create relevant content and transform customer experiences
I would love to hear your thoughts, let’s continue the conversation on social media!
Are you an impact maker seeking to level up your brand? Let’s see how we can work together.
Best,
Stefi
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Learn more about Stefi Vasilopoulou on her website StefiVasilopoulou.com, get inspired with her inspirational podcast in Greek “The SomaPnevma Show“, see her latest venture “BookPanda“, read her latest thinking on Entrepreneurship, Branding, and Wellness, or see how you can work together on Marketing Consultancy Opportunities.