When you recommend a product or service, you will be bringing up the features of that product or service. But that’s only half the battle in getting the customer to see the value of it. Let’s take a look at what the other half is.
A feature is a characteristic of a product or service. A feature is meaningless unless it benefits the customer. If the customer is looking for a safe car, you’re not going to present a car with high top speed and high horsepower numbers as a feature. Why? Because they don’t mean anything to the customer. They want something safe, so why not sell them on safety features of the car.
A benefit is what your customer will gain from having said feature. Your job as an honest sales person is to help your customer understand how they will benefit from having each feature to meet their needs. The words “which means” are a great way to show them the link between a feature and the benefit it’s associated with. “This car also has side airbags which means you’re not only protected from frontal crashes but also side impacts.”
Value is very important to the customer and features alone don’t build value. You have to show them how they’ll benefit from the feature and help them understand how it will meet their needs. Don’t try to sell a product or service on features alone, your customer will be more willing to buy if you paint them the picture with benefits and value also.
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