LESSON 12Features Versus Benefits
Many salespeople think they know the difference between features and benefits. When quizzed, they don’t even come close to mastering something tangible and important to the customer. When selling, forget about features and get right to benefits.
First, let’s look at what a feature is. A feature is what something is made up of, or a part of the product. An example of a feature on a new car is an eight-cylinder engine. Another feature is 12 air bags—front, back, and on all sides. Yet another feature might be a GPS in the dashboard or heated seats.
A benefit is what the feature does for the customer. The benefit of an eight-cylinder engine is that the car goes faster. The benefit of 12 air bags is that passengers ...
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