Monday, 23 November 2015

Focus on Benefits, Not Features


Customers buy products or services based on the perceived benefits to them, not their features. We need to be careful not to confuse the two with customers. A benefit is what customers want the product or service to accomplish for them. Features describe everything that defines a product from color to a variety of functions.
Consider these examples. The benefits of a big screen TV are size, clarity and price. Customers may not be as interested in some of the functions the TV can provide. The benefits of a pickup truck are cargo capacity, gas mileage and towing capacity. Features may be engine size, torque, or transmission. A new medication may relieve arthritis pain. That is the benefit. How the medicine works identifies its features.
The next time you prepare an advertisement or fine-tune your sales presentation, clearly outline the benefits of your service or product for the customer. You may like the features. Some customers may like the features. However, always be careful to market key benefits rather than a list of features.
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- About Arunaagiri Mudaaliar



Arunaagiri is an Author of best selling books like 'Unleash your Potential' & 'Jogging for Life Success', an International Sportsman, a Successful Entrepreneur, a widely loved Yoga Teacher and a reputed International Corporate Trainer.


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