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What are the most important product benefits to emphasize when talking with customers?

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When you talk with customers, you want to show them how your product can solve their problems and make their lives easier. But how do you decide which product benefits to highlight and which ones to skip? In this article, you'll learn how to identify the most important product benefits for your customers, how to communicate them clearly and persuasively, and how to avoid common pitfalls that can undermine your message.

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Sandra Okani

Helping you grow your brand with ease on Linkedin | Social Media Manager | Virtual Assistant
Shubhra Kakkar

Marketing Communications & Compliance | Integrated Marketing Specialist | Digital Transformation - CBS & MIT | NCCMP…

1 Know your audience

The first step to emphasizing the right product benefits is to understand your audience. Who are your customers? What are their goals, challenges, needs, and preferences? How do they use your product or service? What are their pain points and frustrations? You can gather this information by conducting customer research, surveys, interviews, feedback, and reviews. The more you know about your customers, the better you can tailor your product benefits to their specific situations and expectations.

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Shubhra Kakkar

Marketing Communications & Compliance | Integrated Marketing Specialist | Digital Transformation - CBS & MIT | NCCMP, CPTA
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Differentiate between benefits and value adds A product like any other innovation should solve a problem in the life of its target customer and that should simply be the highlight of your communication. However, the benefits should not be confused with value adds - as the latter might be great in building customer loyalty and confidence in brand, but it's not a reason strong enough to push a purchase decision. Therefore to lead with benefits and support with value adds and good customer service - a brand can build loyal customer base.

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Sandra Okani

Helping you grow your brand with ease on Linkedin | Social Media Manager | Virtual Assistant
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It's important to remember that different customers value different things. When you're talking to a customer, it's important to tailor your message to what they care about most. So, the first step is to understand your audience and what matters to them. Once you know that, you can emphasize the product benefits that are most relevant to them.

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2 Focus on value

The second step to emphasizing the right product benefits is to focus on value. Value is the difference between what your product costs and what your product delivers. It's the answer to the question: why should your customers buy from you and not from your competitors? To communicate value, you need to show how your product benefits address your customers' problems and goals, and how they provide tangible and measurable outcomes. For example, instead of saying that your product has a fast and easy setup, you can say that your product saves your customers time and hassle by getting them up and running in minutes.

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3 Use stories and examples

The third step to emphasizing the right product benefits is to use stories and examples. Stories and examples are powerful ways to illustrate your product benefits and make them more memorable and relatable. They can also help you overcome objections and build trust and credibility. To use stories and examples effectively, you need to choose ones that are relevant, specific, and realistic. For example, instead of saying that your product has helped thousands of customers, you can share a success story of one customer who achieved a remarkable result with your product.

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4 Be clear and concise

The fourth step to emphasizing the right product benefits is to be clear and concise. Clarity and conciseness are essential for effective communication, especially when you have limited time or attention from your customers. To be clear and concise, you need to use simple and direct language, avoid jargon and technical terms, and prioritize the most important and relevant information. For example, instead of saying that your product has a lot of features and functions, you can highlight the key features and functions that your customers need and want.

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Sandra Okani

Helping you grow your brand with ease on Linkedin | Social Media Manager | Virtual Assistant
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Clarity and concision are essential when communicating with customers. You need to get your point across quickly and efficiently, without confusing or overwhelming them. Avoid vocabulary or technical terms that the customer may not understand. Instead, use simple, everyday language.

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5 Be honest and realistic

The fifth step to emphasizing the right product benefits is to be honest and realistic. Honesty and realism are crucial for building trust and loyalty with your customers, and for avoiding disappointment and dissatisfaction. To be honest and realistic, you need to avoid exaggerating or overselling your product benefits, making false or misleading claims, or promising more than you can deliver. For example, instead of saying that your product can do everything for everyone, you can acknowledge the limitations and trade-offs of your product, and explain how you can help your customers overcome them.

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Sandra Okani

Helping you grow your brand with ease on Linkedin | Social Media Manager | Virtual Assistant
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When you're talking to customers about your product, it's important to be honest and realistic. Don't make promises you can't keep or overstate the benefits of your product. The customer will see through any attempts to mislead them, and it will damage your credibility. It's better to be upfront about the product's limitations and explain how it can still provide value. It will make them come back to you over again.

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6 Ask for feedback

The sixth step to emphasizing the right product benefits is to ask for feedback. Feedback is a valuable way to learn from your customers, improve your product and service, and strengthen your relationship. To ask for feedback, you need to be open and receptive, ask specific and relevant questions, and listen actively and empathetically. For example, instead of asking your customers if they like your product, you can ask them how they use your product, what they like and dislike about it, and what they would like to see improved or added.

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Sandra Okani

Helping you grow your brand with ease on Linkedin | Social Media Manager | Virtual Assistant
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Asking for feedback is an important part of communicating with customers. It shows that you're interested in their opinion and that you value their input. Plus, feedback can help you improve your product and your communication strategy. There are several ways to ask for feedback, including surveys, interviews, and focus groups.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the most important product benefits to emphasize when talking with customers?

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1 Know your audience

2 Focus on value

3 Use stories and examples

4 Be clear and concise

5 Be honest and realistic

6 Ask for feedback

7 Here’s what else to consider

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What are the most important product benefits to emphasize when talking with customers?

1

2

3

4

5

6

7

1 Know your audience

2 Focus on value

3 Use stories and examples

4 Be clear and concise

5 Be honest and realistic

6 Ask for feedback

7 Here’s what else to consider

Customer Support

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