Consumers are always on the lookout for the next big thing — the product that is going to be better, shinier, and faster than the one they have now. They often get it. This is because new products hit the market all the time.
It can be challenging trying to keep up with all of the new products that are being produced and trying to guess what consumers are shopping for. However, it’s essential to realize that every customer is different. They are looking for products that will make their lives easier or help them with specific pain points.
You might have precisely what they’re looking for, even if it’s not the newest or shiniest product for sale. All you have to do is figure out how to let them know about the products or services you have to offer. That’s when you might consider using feature benefit selling
What Is Feature Benefit Selling?
While these two things are related, they are not the same thing. In essence, here’s how they break down:
- Features are the physical characteristics of your products. They are the things that customers can touch, see, or smell. In essence, features describe your products.
- Benefits are the results your customers get from using your products. These explain how the product can help them with a problem that they might have in their everyday life.
For example, say you sell laptops. The product features are the device itself, the software, keyboard, screen, and other parts that your customers will use. The benefits of your laptop will vary.
You may be selling a laptop specifically to gamers, so the benefits of them buying your product over a competitor might be that you have the most up-to-date graphics card that is so advanced, it will make them feel like they are in the game.
Traditionally, companies sold their products by highlighting the features. While this approach might still work for some items, people are looking for products that will make their life easier, and benefit selling helps with this process.
Using Benefit Selling to Your Advantage
There are numerous ways you can use benefit selling to your advantage. The most important part of the process is knowing who you are trying to sell your product to. Knowing this gives you the ability to tailor your marketing messages and campaigns in ways that will grab their attention.
Maybe you need to use email marketing or social media posts to let customers know about the benefits of your product. Perhaps creating a video or engaging in telemarketing campaigns is the best option. There are pros and cons of telemarketing, as well as with the other options you have at your disposal.
When it comes to benefit selling, you want to show your customers what your product can do for them. Often, the best way to achieve this is through photos or video, but it’s certainly not the only way. Testimonials can work as well.
Focus on the Consumer
Your company no doubt spent a lot of time and effort to create the product or service that your customers want and need. Trying to point this out to them is futile. They don’t care. All they care about is how your product is going to make their life better. Thus, when developing your marketing campaigns, this is something you need to keep in mind.
One of the easiest ways to think about the process is to imagine that you are creating an infomercial. While the product and its features are shown, the main focus is on how the product makes life easier for the consumer. You need to create an emotional response in your audience, as this will drive them to buy your product.
Determine What the Benefits Are
When it comes to determining the benefits of your product, the best course of action to take is to ask the consumers. Different people will also use your product or service for various reasons. To ensure you are tailoring your message to the right audience, you need to know what they are looking for.
Going back to the earlier example of selling laptops, as mentioned, you might be targeting it toward gamers because it has a great graphics card. However, you might also find that graphic designers can use the device because the software will make it easier for them to see the finished product in bright, crisp colors.
Knowing this allows you to create different campaigns that target different consumers. You’re still selling the same product, but it benefits people in a variety of ways. Letting them know this may be just what you need to drive sales.
Figuring Out the Best Way to Sell What You Have to Offer
Benefit selling comes with a lot of advantages, but depending on your product, feature selling might be the better angle to take. It’s also possible that highlighting the features and benefits will get consumers interested in your products or services.
Knowing which approach to take can be confusing. Thus, it might be in your best interest to get help with this endeavor. At E-Marketing Associates, we have the skills and expertise to help your business succeed in a variety of different ways. Whether you are looking to connect the dots with features and benefits or you need SEO for small business, we can help, so get in touch with us today!