Identify The Features, Advantages, And Benefits For Your Products And Services
The importance of identifying features, advantages, and benefits of your products and services – Part 1 of 4
Marketing and selling your product is the goal for steady cash flow, securing new business, and becoming more profitable. The trick is, how do you do that? Every product that you sell at your business has features, advantages, and benefits, and communicating these to your customer sells your product.
If you have several product offerings in your business, that means identifying the end result of the products, and the benefit. Focus on the features that specifically benefit your customer and what the benefits truly mean.
Increasing sales requires changes in your sales process, and selling the benefits is one of the areas of your business’ profitability that you can have a more immediate impact on.
The importance of identifying features, advantages and, benefits of your products and services – Part 2 of 4
Steps To Identifying The Features, Advantages, And Benefits of Your Products:
1. Define The Features - What Your Products Have
Features are the set, objective facts, or characteristics, of your products and services that remain the same, whether your customer buys it or not. Example for ‘MyTileBusiness‘: this marble tile is available in both 12” x 12“ and 24” x 24“.
2. Define The Advantages - What The Features Do
Advantages are statements about what your product or service can carry out, or the function it performs. Example for ‘MyTileBusiness‘: “Marble tiles provide slip-resistant, frost resistant and are saltwater resistant for your interior or exterior needs.”
3. Define The Benefits - What Those Features Mean
Benefits are statements that demonstrate how your products or services meet the needs of the customer.
Describe the value and focus on the features that offer a clear advantage to your customer. “Marble floors are not only durable and dependable but also offer a good price for the quality of products.”
4. Define Your Unique Selling Proposition (USP)
A unique selling proposition is defined as the very essence of what you are offering. Your USP needs to be so compelling that it can be used as a headline that sells your product or service:
- Unique: It clearly sets you apart from your competition, positioning you as the more logical choice
- Selling: It persuades another to exchange money for a product or service
- Proposition: It is a proposal or offer suggested for acceptance
What does your business offer as its USP? What advantage do you offer your customers that your competitor does not? Does your USP clearly state your features, advantages, and benefits of your product and service? A good example of a well-written USP is: Melts in your mouth, not in your hands (M&M’s).
The importance of identifying features, advantages and benefits of your products, and services – Part 3 of 4
Some Additional Items To Look At:
1. After Sales Strategy
Some businesses are in business right now because the customers appreciate the features of their products and services.
Make sure you are different. Sell them on the advantages and benefits so they clearly understand that purchasing from your business is the right choice. Follow-up with a creative after-sale strategy to enhance your business model.
2. Branding
Do your customers know what your brand is? What comes to mind when customers think of your business? The definition of a brand is the personality that identifies a product, service, or company and how it relates to people.
3. Show Examples, Samples, Or Videos of Past Projects
Many businesses can offer descriptive explanations on how their products and services work, on past projects, etc., images and videos to show customers are more powerful and their reaction will go from “looking” to “purchasing."
About the author, Sheles Wallace
Sheles is an award-winning business coach who gets results for her clients.
For over 15 years, she has helped business owners achieve their goals and
take their businesses to the next level. If you're ready to take the next
step in your business evolution and go from an owner who wears all hats to
creating a commercial, profitable enterprise that runs without you, find out
more here: https://calendly.com/sheles/introduction?month=2021-06
