Sales training courses go to great lengths to ensure that delegates understand the difference between a feature (such as a flat screen for your computer) and a benefit (it takes up less space on you desk). Why is this? A key reason is that much sales literature continually gets it wrong. How often do you see lists like this:
The brand new MegaTron 5000 handheld offers you a range of benefits:
- Durable titanium case
- Full software suite
- Integral modem
These aren’t benefits, of course — they’re features. Benefits get ignored for two reasons: features are new, exciting and whizz-bang (but often only to the writer); and benefits are more difficult to think up.
What, exactly, does the MegaTron 5000 do, then? To find the real benefit, just keep asking “so what?” until you say “aaaahh, I see”:
- “It lets you work on the move.” “So what?”
- “So you could, say, work from home or on the train.” “So what?”
- “So you spend less time in the office and more time in the pub.” “Aaaah. I see.”
‘Spend more time in the pub with the MegaTron 5000’
It may not satisfy your product manager, but it could just appeal to customers.