By Stephen Given, firstname.lastname@example.org
Take a look at this 2014 Ferrari 458 Italia. What do you notice about it? It has some pretty amazing features including a V8 engine which enables it to go from 0 to 60 mph in just 3.3 seconds, a sleek leather interior, and so much more. The list of incredible features that go into this car goes on and on. But if you had to sell one, how would you promote it? Sometimes businesses get so bogged down thinking about the incredible features they have added to a product that they forget why they added them in the first place.
The “why” is what consumers actually care about. What will a product or service do for them? How will it make them feel? What does your product or service enable people to do? These are all things that people really care about. The do not care so much for what a product is but rather what it does for them.
Advertising has a very short time to capture people’s attention. This means that we need to really understand why consumers purchase what they purchase. Sometimes people do not even fully understand why they purchase things. We have to dig for the answer. The reason rarely lies on the surface. Once we understand their underlying desire, we can relay a message to the consumer showing them how what we offer will benefit them.
A good salesperson will find a consumer’s need and show how the product or service addresses that need. They will sell the benefits rather than the features.
- http://www.sellingpower.com/content/article/?a=4065/customers-buy-benefits Customers Buy Benefits
- photo by Damian Morys on Flickr