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Learn the difference between features and benefits.

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“Satisfied customers are those who have bought good feeling and solutions to their problems"

Jack Collins

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A product’s features are not the same as their benefits. It is important to understand this so that you can effectively and accurately market your products or services. It’s a fine line, but one that, once drawn, will help you gain a better perspective on your marketing and product description efforts and methods.

What do we consider “features”?

A product feature is an actual, physical property or function of the product. It is something about the product or inherent in the design that is beneficial, but is not, in and of itself, the benefit.

What do we consider “product benefits”

A product’s benefit results from the feature. It is what is ‘in it’ for the customer. In fact, the product benefit answers that most crucial of questions consumers have – “What’s In It for Me?”

What’s More Important to the Consumer?

Customers will sometimes look to see what the features of a product are for the sake of comparison, but really they care only about one thing –“What’s In It For Me?” Customers are most interested in the benefits because that is what is helpful and of most importance to them.

Step one:

Understand your prospects motivation. If you understand what motivates your prospects to buy your products or services, you will be able to meet their expectations.

Step two:

The importance of logic is a crucial element of a sales process. Your prospect has to be logical when defending the reason why they will buy; it has to be logical to them. Your prospect doesn’t want to seem gullible.

Step three:

Please consider the importance of emotion. You must be confident and be strong in your sales presentation so the prospect will become a customer as it arouses their emotion, creating desire to buy now.

Most of us have 3 basic concerns we have to overcome in a presentation situation:

  1. Cost versus Benefits
  2. Fear versus Support
  3. Risk versus Assurance

Prepare a list for your next presentation of logical reasons why your prospect will buy your product or services.

Prepare a  list on the emotional reasons you will be successful in your sales presentation

Combine the two lists into one and demonstrate the benefits for your prospect to buy.

Practice this until you get it right. It will give you a chance to win.

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Mentum was founded to assist high achievers – and those aspiring to be – attain their financial, career and personal ideals.

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Discover your hidden talents during our one hour free consultation with me as a business mentor and executive coach, so book now for the obligation free discussion over coffee or visit my website; www.mentum.com.au.

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Business success rule number - know your audience


I do a lot of work with business entrepreneurs. Many of them come to me with great ideas and bucket loads of enthusiasm. Unfortunately, in all the excitement, many of them forget to do research about their audience - or even know if they have an audience.

You can't please all the people all the time
In any business, you need to define your market niche. In other words, the group of potential clients that you want to target with your product, service or expertise.