ALTERNATE WAY OF SELLING BENEFITS

Benefits are what the customer gets by using the product. So it logically stands that selling on benefits gives the customer what they really want. Benefits get them excited and emotionally engaged.

Get in the Real World of Features & Benefits

Here you need to appreciate three separate sales components to get the one workable component that both separates and combines all three.

And the three are:

1. Feature, 

2. Attribute, 

3. Benefit.

Now you will tell me that you have been taught about Features and Benefits, but what is an Attribute? In short, Attributes are the intangibles that are associated with the product, not the buyer and therefore cannot be considered benefits until the merchandise is sold. So to get the point home here, let’s look at a modern sound system, namely the hi-fi amplifier as the centre-piece of the unit:

? A feature here is the large volume control.

? An attribute of this is the maximum volume that can be pumped out.

? A benefit is that high volume lets you immerse yourself in the music.

To understand this point further, some products have many attributes while others have fewer attributes. In some cases, the number of attributes the product has is far fewer than that of another similar product. For this reason the majority of everyday retail sellers have concentrated on features, whereas the better retail sellers have concentrated on the features and benefits. But here the main concern is that very few have combined all three in their retail selling.

So if the Attributes are a useful stepping-stone between the physical product and the benefits that the prospect actually receives as an owner once the product has been bought, why is it not referred to and used in a sales presentation? To be honest, I have no idea.

But the sad part here is that the seller does not really get to explain the features and benefits of the product or service they are attempting to sell unless they add in the attributes as a part of what they are doing. And because they do not do this most times when they cover features and benefits (but not attributes), they confuse the attributes as features, and because they are not able to add-in the non-tangible element (of the attribute) means that they are now confusing these with benefits. And is the salesperson is confused as to what a benefit is (or can be to a prospect) just imagine how hopeless the prospect must be?

And the final point here is that although the retail seller may be confused as to how the attributes work, the manufacturer is not. One way of identifying attributes is to look on the product specification. And it should also be noted that the buyers will walk into a store seeking attributes as apart of their check-list (rather than wanting to buy any of the physical features or benefits on offer).

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This Article is by Peter Collins - In a sales career spanning more than 53 years, Peter Collins has focused on helping and bringing out the best in others - whether it involves training or mentoring salespeople, managers, business consulting to SME’s. Since the 1970’s Peter has built a reputation as a Nationally and Internationally Published author, and of the 133 books he has written over the past 49 years, Peter has 68 Business Books to his credit, (but he is mainly known for one book based on the Audio Tape series of the same name, Over 50 Ways of Closing the Sale). Peter also has written 23 Christian books. One of Peter's books, sold almost 2 million copies in the late 1970's and is still selling well through second hand online marketers worldwide. In his personal life, Peter has been sought after as an encourager and motivator that has given of his time and talents freely despite his busy schedule. Subsequently, he has assisted churches, pastors, community and charity groups, as well as individuals through his teaching, training, development and on-going mentoring.

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