OPINION
91
JUREK LEON
Explaining benefits to customers
Jurek Leon, Australian storyteller, trainer and coach
You need to be clear about the difference between a feature and a benefit
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W
hen you know your business,
The benefits you describe should appeal
its products and services
to the wants (good feelings) and needs
really well you can easily fall
(solutions to problems) of the customer.
into the trap of assuming
They should answer the WIIFM question,
that your customers will be just as impressed
‘What’s in it for me?,’ ‘How will it save me
about them as you are.
time/money?,’ ‘What will it do for me?,’
Don’t assume they will see the value in
Many salespeople assume that their
in ‘Benefits’ language. To do this you need
customers will automatically translate
to be clear about the difference between a
features into benefits. This is a dangerous
feature and a benefit.
assumption. It pays to follow a feature with
Features describe the characteristics
the statement, ‘What this means to you is…’
of a product. Features are usually things
or ‘Which means…’ By explaining in this way
you can perceive through your five senses.
you can be sure that your customer will be
This means you are able to see, hear, touch,
able to make an informed decision, morely
smell or taste them. Features answer
than likely in your favour.
questions like ‘What is it?’ or ‘What are the parts?’ or ‘How does it work?’ A Benefit explains what a feature will do for the customer. Benefits are usually intangibles. For example, descriptive words such as ‘simpler’, ‘easier to use’, ‘gives you
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‘How will it make my life easier/better?’
what you are offering. Spell it out to them
ingredients?’ or ‘What are the component
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// MANY SALESPEOPLE ASSUME THAT THEIR CUSTOMERS WILL AUTOMATICALLY TRANSLATE FEATURES INTO BENEFITS THIS IS A DANGEROUS ASSUMPTION //
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Mitco (Pty) Ltd 12 Theuns Mulder Street Industrial Area Brits North West Tel: 012 250 2381 Fax: 012 250 2706 E-mail: mitco@mitco.co.za
peace of mind’. DIY & INDUSTRIAL TRADE NEWS OCTOBER 2017