Features and Benefits: No Advantages

The terms "feature" and "benefit" are commonly used within the sales profession but, unfortunately, they are often misused. Sales professionals frequently interchange these terms, not clear on their meaning. Feature/benefit selling represents one of the cornerstones of professional selling. It has been an effective strategy for centuries and I don't expect it to change, not in our lifetime. It's part of the common currency of every sales call.

To be an effective sales entrepreneur, you must relate your product to the prospect's unique situation. You do this by translating your features into benefits that satisfy the customer's needs. It begins with an understanding of both features and benefits.

A feature is defined as a quality or characteristic of your product or service: what it has. Simple. As part of our planning we need to recognize and appreciate the four feature categories. They are the features of:

your industry

your company

your product or service

you


Each category, of course, offers a host of features. There can be 100 features just about your company, 100 features about your industry, and so on. These features combined become your corporate menu. It's a menu of all your offerings, including you (which happens to be the most overlooked feature category). When was the last time you said to a prospect, "And another reason you should buy from us is because I'm your salesperson." Don't sell yourself short. Make a list of all your features. If you are uncomfortable with this exercise, go back to Chapter 2, Attitude #3.

A benefit is defined as what the feature does for the customer. It is how a particular feature will help a customer and is tied directly to buying motives. At the end of the day it addresses, "Here's how I can help your business." Also, benefits must answer the proverbial question "What's in it for me?"

You may be familiar with the FAB approach of selling: features, advantages, and benefits. I have eliminated advantages. Not required. As it is, sales professionals have a tough time separating features and benefits. Let's not complicate it with an unnecessary step. Few salespeople can clearly distinguish between advantages and benefits. That being the case, how would you expect your customers to appreciate the difference? Both of you end up confused. My approach is simple. Customers buy only benefits, not advantages or features. For example, when you buy a car the feature (your hot-button) is power windows but the benefits are ease of operation, convenience, and control.