Selling the benefits marketing is tough and doesn’t come naturally to most people. Many sales and marketing people fall into the trap of selling the features of a product. They tell prospects “it can do this and it can do that.” A buyer doesn’t want to hear what the product can and cannot do. They want to hear what is in it for them. How can the product/service help improve their life or business?
“Sell the Sizzle NOT the Steak”
A marketer who simply lists the features isn’t much of a marketer at all. Infomercials are fantastic at selling the benefits of products. They go over the features but paired with each feature is a strong benefit to keep the viewer sucked in. In B2B marketing, this is especially powerful because the benefits can effect the entire company. The ShamWow infomercial actor goes over that the ShamWow is reusable and says “you’re going to spend $20 on paper towels a month anyways, the ShamWow is only $20 and will last a lifetime”. The benefit is stated in a way to let the viewer think this product won’t actually cost anything because they’ll be spending $20. Also, not getting the ShamWow will end up costing them money! Nobody likes losing money. (Side note: we are not sponsored by ShamWow.)
Make It Simple
Stating the benefit plainly ensures no one misses it. Not all potential buyers can put the breadcrumb trail of benefits together. For example, when talking about selling a computer, a sales person may say “This model has the 64 GB hard drive (feature). This allows you to store a large amount of software and files (benefit)”. The customer may not know exactly why that is a benefit to them. It helps to add to the end of that statement “this ultimately saves you time and money by not having to take time out of your day to buy additional hard drives”. By adding this phrase the potential buyer knows exactly how the product will benefit them.
Call to Action
After you’ve paired a feature with a benefit you can pair a benefit with a call to action. Building on the computer example, the salesman can add the following phrase, “can I ring this item up for you?” Stating why the product will benefit them and immediately following it up with a call to action reinforces the customer that buying the product benefits them.
People are not interested in the: features, doodads, doohickys, or falangies, they only interested in how those things affect them. People are inherently egocentric and that is okay. Cater to the selfishness.