Features, widgets and Benefits- which do you sell ? |
As part of my job I see hundreds of sets of companies brochures and websites and if there was one piece of advice that I would give to anyone who is new to sales and marketing or setting up in business it would be to know the difference between features and benefits.
I frequently see material that goes to great lengths to describe in minute detail all the great technical features, the bells, the whistles and the really clever widgets........and then they wonder why so few people buy any of it. Put simply, the benefit is what it does for me whilst the feature is how it does it. There is one really simple way of checking that you are talking about features rather than benefits and that is to quiz each statement in your material with the question 'So what ?' the answer should hopefully give you the benefit. For example a current advertisement reads; Up to 2Mb broadband for £14.99pm ask the question 'So what ? ' and the answer is something like; 'save hours every week with faster browsing, internet shopping and downloads' It's an easy trap to fall into but even easier to escape from ! Just have a read of your promotional material and keep asking yourself that question ! So what, so what, so what, so what........ And if you really really want to know how a widget works... go to home.howstuffworks.com/question446 Bryan McCrae is the founder of Cognitive Sales Consulting which helps organisations improve their sales results. He can be contacted on 07739 465219 or see www.cognitive-sales-consulting.co.uk |
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