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Benefits over Features

Sometimes, presenting merely the product features to your customers might not be enough to make a sale. You must describe what’s in it for them, which means, you must turn the features of the product into benefits for your customers.

Basically, both features and benefits are equally important in getting orders from customers. While features are just facts about the product, benefits give customers a reason to buy that product. Now, let us see how you can convert the facts of your products into benefits.

How to transform features into benefits?

When you are describing the product to your customer, make sure you explain to them how it’s going to benefit them. For example, you are trying to sell a pure cotton kurti, instead of just mentioning its quality, tell your customers its benefits like how breathable and soft the fabric is at high temperatures. Since every cotton Kurti does the same thing, it's time for you to present the strongest benefit of purchasing the item from you; which is, the material being ‘100% pure cotton’ factor. Here, the key to selling a product is to convert the features into its strongest benefits.

To do this efficiently, you must start thinking from your customer’s perspective. List down the features of your product and answer yourself to “What’s in it for me?” question for each feature. You will be able to easily make a list of real benefits that will help you connect to your customer’s desires.

How to apply benefits to your reselling strategy?

You can make the best out of these benefits by putting a little more effort into the following suggestions.

  • Know your Customer: When you understand your customers on a better level, you will be able to tailor the product’s description according to their desires. So, gather the demographic idea of the customer along with the economic level through social media.
  • Change your Point-of-View: Whenever you function from your own point of view, you automatically fill in the blanks with your assumptions. Unfortunately, your conclusions of the product will not always match with those of your customers’. You must learn to put yourself in their shoes as the buyer. 
  • Think in Terms of Results: There's nothing wrong with the term ‘benefits’, but if you refocus the problem to think in terms of "results," the situation becomes clearer. Approach your own product or service as if you'd never seen it. Then ask yourself "What results will that feature bring me?" and "Why would I want to consider buying?”.

When you use this "results" approach to discovering your business' benefits, you can be sure the marketing messages you use to reach your prospects will be right on target. And, that's the surest way to get your business booming. Happy reselling!