Sales Lesson #1: Benefits Are More Important Than Features
One of the oldest tricks in the marketing book is that benefits are more important than features. It’s also one of the things that most businesses get wrong.
The reason many people get it wrong is that most people are enamored with their own product. They love everything about their offering, especially the features. They love that their computer has a 15.6″ screen, 250 GB of hard-drive space, and 2 GB of memory. Sure, this information is important; it’s just not the most important.
In selling, what’s most important is benefits, not features. Benefits illustrate to customers what the product can do for them. Instead of saying that a computer has “x” amount of hard-drive space, you can say the hard-drive is so big it holds up to 10,000 pictures. Instead of talking about “x” amount of memory, you can say that a computer runs up to five applications at a time without slowing down. At some point, feature information stops having any meaning. The average person doesn’t know the difference between 100 GB and 200 GB. They know one is bigger than the other, but they don’t know how much they need.
I’m not saying not to talk about the features of your product. Features have to be included in the product description because during the buying process, people always compare features between products. What I’m saying is that in the beginning of the selling process, benefits are much more powerful than features. Benefits help you to stand out from the crowd. Benefits make your product sizzle. So next time your trying to sell something, remember that features are good, but benefits make the difference.