Using Features and Benefits

This approach has stood the test of time for one reason -- it works.

Salespeople have used features and benefits to describe their products and services for many decades. This approach has stood the test of time for one reason -- it works.

Features tell customers how products or services work. They are characteristics, descriptions, attributes, specifications, and explanations. Benefits explain how the product helps -- why it is important to the client and how it addresses their needs. Benefits set out to the customer the value of the item being discussed and why it is in their interests to purchase it.

ACTION POINT: Understand the difference between features and benefits.