32 | THINK BENEFITS NOT FEATURES
How to differentiate your facility– think benefits not features! Promoting your benefits & advantages using the Ultimate List of Facility Features.
I
n a crowded marketplace, you need to find what makes your facility genuinely unique, special and different and promote it widely to all your prospects during the sales process. Otherwise, your facility is no different; it’s just a commodity without any redeeming features and ends up competing mostly on price. Every storage facility has a range of unique features that help differentiate it from competitors. Your role is to find, know and promote the relevant features and turn them into clear advantages and benefits. It’s time to turn your facility features into advantages and benefits. You want to sell the sizzle, Not the sausage to promote the benefits that differentiate you from your competitors. STEP 1 – Brainstorm with your team to identify all your facility features and the best ones. STEP 2 – Identify how each feature is an advantage or benefit to your prospect or repeat client. STEP 3 – Explain the real benefit to your prospects – using “which means”, “that means” or “because”. For example here are some phrases clearly explaining the facility’s benefits “We have air-conditioning which means your goods will keep cool on those humid days” (unlike our competitor who has evaporated cooling) “We have a drive-in service which means you don’t have
INSIDER 112 APRIL / MAY 2020
to carry your items from the car (unlike our competitor that has trolleys and a lift) Also, remember that a feature is only a benefit if it meets that client’s needs. For example, having a 6m x 3m space for a client may not be a benefit to clients with only 4m x 3m of goods. So make sure you talk about benefits when describing or showing prospects around your site. Promote your benefits – not just all your features.
www.selfstorage.org.au
