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How to Tell If You Are Actually Turning a Feature into a Benefit
blog.peoplefirstps.com
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· 4 minute read “If you do not fully bridge the gap between the feature and the benefit, you may have what I call an “implied benefit.”” Benefit:You can count on our experience and network to give you the variety of services you need all in one place. That adds up to significant time savings for you at a time when you are being asked to do more with fewer people in your department. #3 Feature: “I can save you 20% if you sign this agreement today.” This one is a little trickier, but it is still about you and what you can do. It is a feature. There may be an implied benefit, but you haven’t stated it. Benefit:When you buy today and save, you will be able to reinvest those savings and add the premium features that you need to accelerate productivity. That resourcefulness will pay dividends over the long term and sets you up nicely for delivering on your shareholders’ expectations. #4 Feature: We reach your best prospects and can help bring them into your store. This one is even more likely to trip up even the most experienced sales reps. But it is still about you and what you do. It is certainly closer than the previous examples are to becoming a benefit. But as is, it still falls short of directly stating how the prospect will benefit. (By the way, we should never assume that we know how the prospect will benefit. It may seem obvious that bringing prospects into the store would be beneficial… But it isn’t always. Retailers everywhere are fatigued with “showroom shoppers” who come in to their stores to see the merchandise and then go home and buy the same product online for less.) Benefit: With a planned and well-timed increase in showroom traffic, you can plan your staffing appropriately and do more direct selling when people are in the store. Since you are hoping to close more sales by promoting your superior service, immediate delivery and extended warranty, you have a lot of story to tell your prospects and this solution will give you the perfect vehicle for telling that story. Notice that the features are generic.
· 4 minute read “You’re leaving it up to the prospect to figure it out on their own.” Benefit:You can count on our experience and network to give you the variety of services you need all in one place. That adds up to significant time savings for you at a time when you are being asked to do more with fewer people in your department. #3 Feature: “I can save you 20% if you sign this agreement today.” This one is a little trickier, but it is still about you and what you can do. It is a feature. There may be an implied benefit, but you haven’t stated it. Benefit:When you buy today and save, you will be able to reinvest those savings and add the premium features that you need to accelerate productivity. That resourcefulness will pay dividends over the long term and sets you up nicely for delivering on your shareholders’ expectations. #4 Feature: We reach your best prospects and can help bring them into your store. This one is even more likely to trip up even the most experienced sales reps. But it is still about you and what you do. It is certainly closer than the previous examples are to becoming a benefit. But as is, it still falls short of directly stating how the prospect will benefit. (By the way, we should never assume that we know how the prospect will benefit. It may seem obvious that bringing prospects into the store would be beneficial… But it isn’t always. Retailers everywhere are fatigued with “showroom shoppers” who come in to their stores to see the merchandise and then go home and buy the same product online for less.) Benefit: With a planned and well-timed increase in showroom traffic, you can plan your staffing appropriately and do more direct selling when people are in the store. Since you are hoping to close more sales by promoting your superior service, immediate delivery and extended warranty, you have a lot of story to tell your prospects and this solution will give you the perfect vehicle for telling that story. Notice that the features are generic.
· 4 minute read “(Most won’t do that work… so don’t bother with implied benefits… Go the full distance to express a bona fide benefit.)” Benefit:You can count on our experience and network to give you the variety of services you need all in one place. That adds up to significant time savings for you at a time when you are being asked to do more with fewer people in your department. #3 Feature: “I can save you 20% if you sign this agreement today.” This one is a little trickier, but it is still about you and what you can do. It is a feature. There may be an implied benefit, but you haven’t stated it. Benefit:When you buy today and save, you will be able to reinvest those savings and add the premium features that you need to accelerate productivity. That resourcefulness will pay dividends over the long term and sets you up nicely for delivering on your shareholders’ expectations. #4 Feature: We reach your best prospects and can help bring them into your store. This one is even more likely to trip up even the most experienced sales reps. But it is still about you and what you do. It is certainly closer than the previous examples are to becoming a benefit. But as is, it still falls short of directly stating how the prospect will benefit. (By the way, we should never assume that we know how the prospect will benefit. It may seem obvious that bringing prospects into the store would be beneficial… But it isn’t always. Retailers everywhere are fatigued with “showroom shoppers” who come in to their stores to see the merchandise and then go home and buy the same product online for less.) Benefit: With a planned and well-timed increase in showroom traffic, you can plan your staffing appropriately and do more direct selling when people are in the store. Since you are hoping to close more sales by promoting your superior service, immediate delivery and extended warranty, you have a lot of story to tell your prospects and this solution will give you the perfect vehicle for telling that story. Notice that the features are generic.
· 4 minute read “A feature describes something about your product.” Benefit:You can count on our experience and network to give you the variety of services you need all in one place. That adds up to significant time savings for you at a time when you are being asked to do more with fewer people in your department. #3 Feature: “I can save you 20% if you sign this agreement today.” This one is a little trickier, but it is still about you and what you can do. It is a feature. There may be an implied benefit, but you haven’t stated it. Benefit:When you buy today and save, you will be able to reinvest those savings and add the premium features that you need to accelerate productivity. That resourcefulness will pay dividends over the long term and sets you up nicely for delivering on your shareholders’ expectations. #4 Feature: We reach your best prospects and can help bring them into your store. This one is even more likely to trip up even the most experienced sales reps. But it is still about you and what you do. It is certainly closer than the previous examples are to becoming a benefit. But as is, it still falls short of directly stating how the prospect will benefit. (By the way, we should never assume that we know how the prospect will benefit. It may seem obvious that bringing prospects into the store would be beneficial… But it isn’t always. Retailers everywhere are fatigued with “showroom shoppers” who come in to their stores to see the merchandise and then go home and buy the same product online for less.) Benefit: With a planned and well-timed increase in showroom traffic, you can plan your staffing appropriately and do more direct selling when people are in the store. Since you are hoping to close more sales by promoting your superior service, immediate delivery and extended warranty, you have a lot of story to tell your prospects and this solution will give you the perfect vehicle for telling that story. Notice that the features are generic.
· 4 minute read “A benefit describes how the feature of your product brings meaningful value to the customer.” Benefit:You can count on our experience and network to give you the variety of services you need all in one place. That adds up to significant time savings for you at a time when you are being asked to do more with fewer people in your department. #3 Feature: “I can save you 20% if you sign this agreement today.” This one is a little trickier, but it is still about you and what you can do. It is a feature. There may be an implied benefit, but you haven’t stated it. Benefit:When you buy today and save, you will be able to reinvest those savings and add the premium features that you need to accelerate productivity. That resourcefulness will pay dividends over the long term and sets you up nicely for delivering on your shareholders’ expectations. #4 Feature: We reach your best prospects and can help bring them into your store. This one is even more likely to trip up even the most experienced sales reps. But it is still about you and what you do. It is certainly closer than the previous examples are to becoming a benefit. But as is, it still falls short of directly stating how the prospect will benefit. (By the way, we should never assume that we know how the prospect will benefit. It may seem obvious that bringing prospects into the store would be beneficial… But it isn’t always. Retailers everywhere are fatigued with “showroom shoppers” who come in to their stores to see the merchandise and then go home and buy the same product online for less.) Benefit: With a planned and well-timed increase in showroom traffic, you can plan your staffing appropriately and do more direct selling when people are in the store. Since you are hoping to close more sales by promoting your superior service, immediate delivery and extended warranty, you have a lot of story to tell your prospects and this solution will give you the perfect vehicle for telling that story. Notice that the features are generic.
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