Features Tell, Benefits Sell

This is a fundamental principle of sales and marketing. It states that customers are not motivated by the features of a product, but by the benefits that those features provide.

Definitions

• Feature: A factual statement about a product or service. It is what the product is or has.
  • Example: "This car has a hybrid engine."
• Benefit: The positive impact that a feature has on the customer. It is what the product does for the customer.
  • Example: "This car's hybrid engine will save you hundreds of dollars a year on gas."

The Psychology

People make purchasing decisions based on emotion and then justify them with logic. Benefits appeal to the emotions, while features appeal to logic. To create desire, you must first connect with the customer on an emotional level by painting a picture of how your product will improve their life.

Application

• Focus on "Why": Don't just tell the customer what your product is; tell them why they need it.
• Translate Features into Benefits: For every feature of your product, ask "So what?" to uncover the underlying benefit.
• Paint a Picture of the Future: Use benefits to paint a vivid picture of the positive future the customer will experience with your product.

This principle is a key part of the "Create Desire" step in The Seven Steps to Every Sale.