Read the article below from changingmids.org and answer the questions as comment posts.
One of the basic rules of selling is to sell the benefits that customers will receive from the features of a product rather than just the list of features that a product has.
Selling on features
A common scenario in selling (particularly in retail) is for the sales person to explain the virtues of the product they are selling by demonstrating the assorted features that it has. In a hi-fidelity entertainment system, for example, this may include showing off the graphic equalizer, talking about the power output, detailing the signal-to-noise ratio, etc.
A big problem with this is that the customer might not appreciate what is being said. They might not want a graphic equalizer. They may want a higher power that that on offer. They may be confused by talk of signal-to-noise. And as a result, they politely say 'no thank you' and move on, leaving behind a frustrated salesperson.
Another variant of the features trap is when the customer comes in with a checklist of the features that they want. Anything that does not have all features is immediately rejected, whilst products with extra features are ignored. When they have narrowed down their choices to a set of products that have all the features they want, then they choose solely on price, which again is bad news for the salesperson.
Selling on benefits
Benefits are what the customer gains by using the product. When using a hi-fidelity entertainment system, they get to hear beautiful music, faithfully reproduced in their living room, with sound as real as if they were in a live concert.
Selling on benefits thus sells to what they really want, not what they say they want or what you want to sell. With benefits, you can get them excited and emotionally engaged. With features, you can only get nodding heads and logical agreement.
Features, when discussed can also be talked about in terms of benefits. With a graphic equalizer they can compensate for booming resonances, further refining the sound and improving the experience. With great signal-to-noise, they can turn the sound up and hear a pin drop, not a nasty hiss.
FAB Selling
To feature and benefits the intermediate position of attributes or advantages is sometimes added.
Attributes are intangibles that are associated with the product, not the person (and hence are not yet benefits).
Thus, for a hi-fi amplifier:
A feature is the large volume control.
An attribute is the maximum decibels of volume that can be achieved.
A benefit is that high volume lets you immerse yourself in the music.
Some products have many attributes whilst others have far fewer. One way of identifying attributes is to look on the product specification. Customers often have attributes on their checklist (rather than physical features or benefits).
Attributes are a useful stepping-stone between the physical product and the benefits that the person actually receives and can be used in a sales pitch as such.
In most descriptions that cover features and benefits, but not attributes, the attributes are usually described as features.
Selling on features
A common scenario in selling (particularly in retail) is for the sales person to explain the virtues of the product they are selling by demonstrating the assorted features that it has. In a hi-fidelity entertainment system, for example, this may include showing off the graphic equalizer, talking about the power output, detailing the signal-to-noise ratio, etc.
A big problem with this is that the customer might not appreciate what is being said. They might not want a graphic equalizer. They may want a higher power that that on offer. They may be confused by talk of signal-to-noise. And as a result, they politely say 'no thank you' and move on, leaving behind a frustrated salesperson.
Another variant of the features trap is when the customer comes in with a checklist of the features that they want. Anything that does not have all features is immediately rejected, whilst products with extra features are ignored. When they have narrowed down their choices to a set of products that have all the features they want, then they choose solely on price, which again is bad news for the salesperson.
Selling on benefits
Benefits are what the customer gains by using the product. When using a hi-fidelity entertainment system, they get to hear beautiful music, faithfully reproduced in their living room, with sound as real as if they were in a live concert.
Selling on benefits thus sells to what they really want, not what they say they want or what you want to sell. With benefits, you can get them excited and emotionally engaged. With features, you can only get nodding heads and logical agreement.
Features, when discussed can also be talked about in terms of benefits. With a graphic equalizer they can compensate for booming resonances, further refining the sound and improving the experience. With great signal-to-noise, they can turn the sound up and hear a pin drop, not a nasty hiss.
FAB Selling
To feature and benefits the intermediate position of attributes or advantages is sometimes added.
Attributes are intangibles that are associated with the product, not the person (and hence are not yet benefits).
Thus, for a hi-fi amplifier:
A feature is the large volume control.
An attribute is the maximum decibels of volume that can be achieved.
A benefit is that high volume lets you immerse yourself in the music.
Some products have many attributes whilst others have far fewer. One way of identifying attributes is to look on the product specification. Customers often have attributes on their checklist (rather than physical features or benefits).
Attributes are a useful stepping-stone between the physical product and the benefits that the person actually receives and can be used in a sales pitch as such.
In most descriptions that cover features and benefits, but not attributes, the attributes are usually described as features.
1. Give me another example of a feature and benefit of a stereo/enternaiment unit that you could use to sell to customers.
2. Why are benefits so important to customers?
3. If your the product you were selling were tickets to a Black Eyed Peas concert what would be an example of a feature and benefit you would use to sell the tickets?
44 comments:
1. A feature of a stereo could be that it has satellite radio. The benefit of a satellite radio is that you would be able to listen to any type of music you want, and there will be no commercials.
2. Benefits show the advantages that their product has over other competitors. With benefits you get buyers excited and emotionally engaged.
3. A feature of the tickets would be the Back-stage pass that would be present on the tickets. The benefit I would use to sell the tickets is that with the Back-Stage pass you can meet the people that are bringing you the great music.
1. A feature is the stereo is versatile to meet storage needs and you cna get any size you want.
2. Benefits are important to customers becasue the features and benefits help them decide on wether or not they want to purchase the product.
3. If I was selling tickets to a black eyed peas concert then a benefit would be that They can get seats that are close up for customers who buy tickets can have the advantage to be up close to the singers.
1. A MP3/iPod hookup for the system would be a feature to sell, since more and more music is found in these formats.
2. Benefits are why the customer is purchasing the item, so without benefits there would be no motivation to purchase anything.
3. A feature would be the music the Peas are playing, and a benefit would be the good time the customer would have at the concert.
1)Capability to plug in your ipod to the stero
The benefit is that you can plug in your ipod instead of having to buy ipod speakers.
2)Because they can save them money and/or time.
3)You can get back stage passes for free when you buy these certain passes. The benifet would be you get to meet the black eyed peas
1. Feature: Adjustable bass
Benefit: Can avoid ear injury
2. Benefits give a customer what they actually want. Without the benefits they would not have a reason to buy the product.
3. Feature: Front Row Seats
Benefit: Able to hear the music clearly without the screaming.
1. Give me another example of a feature and benefit of a stereo/enternaiment unit that you could use to sell to customers.
A feature is the large volume control.A benefit is that high volume lets you immerse yourself in the music.
2. Why are benefits so important to customers?
Benefits are what the customer gains by using the product.
3. If the product you were selling was tickets to a Black Eyed Peas concert what would be an example of a feature and benefit you would use to sell the tickets?
A feature would be the high level of entertainment. A benefit would be the pure satisfaction of being entertained by such an amazing musical group.
1. A feature could be the nice looking display, and a benefit would be the intuitive interface.
2. Benefits are what the customer gains while using the product, making them important to customers.
3. A feature could be the seat location of the tickets, and the benefit could be close seats giving you an immersive concert experience.
1.Sound like your there at the consert,and its cheap.
2.It's what they expect, and benefits are good for them.
3.they are really good tickets at a fair price.
1. A feature that could help sell a sterio is if it hs xm radio. A benefit would be if it reduces ear damage.
2. Benefits are important to customers because if you can get more benefits for the same price as the other prodcut that has less benefits then you get a better deal on your product.
3. A feature for black eyed peas tickets would be great seats. Beneffits would be a back stage pass.
Tyler King
1. Another benefit could be the high frequency and making the sound crisp and clear and not muffled.
2. Benefits are important to customers because then they know what else they are gaining from the product.
3. You would be able to hear great music that is better live than on a CD.
1. Another feature could be the level of bass you would like and a benefit could having an mp3 hook up
2. Customers want a product that will help them, and benefits are what the product does to help a customer.
3. A feature would be another opening band that might be there with the Black Eyed Peas and a benefit could be you get a free t-shirt.
1. Another example of a benefit and of a stereo/entertainment unit to use as a selling point would be, it would give their guests and their selves something to keep them entertained. A feature would be the surround sound.
2. Benefits are so important to customers because people these days are all about whats best for themselves and want to get something good out of everything.
3. For a Black Eyed Peas concert a feature could be front row seats or back stage passes and the benefit would be you'll get an experience that not many people get to have.
1.features may include things like extreme bass or , more disc holders, mp3 radio, etc. benefits may include better sound when your listening to your favorite song, it could be like your at a real concert.
2. Customers NEED to know what they are going to GAIN by using your product.
3. Feature: best seats in the house.... ?? mabye some free accomodations??
Benefit: Being able to listen to the black eyed peas live in concert and to be able to see the members in real life, not just on the t.v.
1. A feature would be an easy to see screen with easy to use buttons. A benefit would be that surround sound speakers let you be in the middle of the music and hear everything.
2. Benefits get the customer excited about buying the product it is what emotionally engages them.
3. A feature would be the songs that they are singing and a benefit would be that the audience gets free black eyed peas glow sticks to use during the show.
1.speakers
2. Benefits are importantto customers because it is what the customer gains by using that product.
3. a feature would be maybe the stage or the area they will be playing and a benefit could be you will hear them perform live.
1. The "State of the Art" control systems allow for easy control of volume and settings with the touch of a finger.
2. Benefits are so important to customers because the only reason they are buying a product is because they need to use it for something, meaning they need the benefits from the product. If the product has no benefits, its a waste of money.
3. A feature benefit of selling a black eyed peas concert ticket could be that presenting the ticket at the front door gets you a free black eyed peas t-shirt.
1. Another feature could be the level of base you would like and a benefit could having an mp3 hookup
2. Customers want a proudct that will help them, and benefits are what the product has to offer to the customer who purchases it
3. Another feature that the concert ticket would have is a another potential global popular band playing before them. The benefit is you would get a premier group in front of your eyes.
1)Feature of xm radio is small, includes a remote control. The benefits include numerous music channels for each genre of music. Also, even when you change the channel not all of the stations will be on commerical like it usually happens throughout the tradional radio station.
2) Benefits are so important to customers because it excites and emotionally engaged them.
3)The feature of tickets to a black eyed peas concert would be you get to see them perform. A benefit from the tickets would be you get a free t-shirt for attending.
1. A radio, people can listen to music clearly.
2. because thats what they really want and can use in the future.
3.the ticket and the benefit will be that you will go and see them because you really want to.
1. A radio, people can listen to music clearly.
2. because thats what they really want and can use in the future.
3.the ticket and the benefit will be that you will go and see them because you really want to.
1. A feature of a sterio/entertainment unit could be it holds up to 6 cds, and it would benefit you by not having to eject each cd whenever your done using it.
2.Because they give people satisfaction and usually make your life seem easier.
3.A feature for the ticket could be that your seat has ushers bring you food. The benefit would be you didnt have to get up from your seat, you could see the whole concert.
1.a feature for a stereo/entertainment unit is that it can do surround sound or that it has a way to prevent you from blowing your speakers. a benefit would be that it is cheaper than other brands.
2. Benefits are important to customers because having benefits draws interest in the product.
3. a feature would be like having some opening bands to play. A benefit would be that you can get a $10 off coupon for another concert.
1. Another feature is that a stereo could have a plug in for an iPod and the benifit being that you can choose from all the songs on your iPod instead of a CD.
2. Benefits are important because that is what the customer is gaining using the product.
3. A feature is that you in the seats and not the lawn and the benefits is that you are more comfortable and closer to the stage.
1. A feature that is a benefit of a stereo could be that the stereo can store up to 6 cds at one time. If the entertainment sterio can hold 6 cds it saves the person's time so they dont have to take out cds and put them in their cases. Also if you want to set up what you want to listen to over a long period of time you can put the cds right in.
2. Benefits are important to customers because a product without benefits is plain. No one wants to be a product that doesnt have benefits. Without benefits there are sometimes no reason to buy a product.
3. A benefit i would use to sell Black Eyed Peas concert tickets would be if you purchase these tickets you get a free hot dog and medium drink with them. This way the person doesnt5 have to pay for food and they have more of a reason to buy the ticket.
1.It is portable and easy to use.
2. They want something that they can use with great performance and easy to use.
3. They are cheap and are good seats.
1. Another benefit that this could have is it could be portable. it could not have to be plugged in and could just have batteries.
2. benefits are so important to customers because this is what the customer gains by using the product.
1. It can play music loud, so it would be good for hosting partys and such.
2. So they know how it would help them in their life.
3. Its the last tour that they are doing together as the Black Eyed Peas.
1.A remote control to control all the functions of the stereo so you wont have to get up and do it yourself
2.Beacause its something else you can get out of a product
1.Another benefit is how long they last.
2.Customers want products with the most benefits to get the most use out of it.
1. FM Radio transmitters, and voice activated shuffle.
2. We are so caught up in the belief that every dollar we spend should be absolutely worth it, so if the product has more options to it, it is worth more.
3. Free, cheap, merchandise from the show or parking deals.
1.t.v with HD
2. it just adds more and makes the customer feel like hes geting more for his money
3. price and tell them they get a free hat or somthing
1. Another feature of a speaker is the ability to blast the bass of a song to the entire room or car, heavy bass is a good quality for a rap song or a techno song.
2. The more benefits that a product has for a customer, the more reason they will have to buy the product, the reason a consumer buys a product is because the product either has sentimental value or that the product can help them with either the problem that they are facing or it has benefits that can help them in their daily lives.
3. The price of the tickets, the cheaper they are the more likely that the average person will buy it, and maybe the black eyed peas could come out with a new song. The feature would be seeing the black eyed peas, and a benefit would be the songs they played or where your seat is
1. Another example could be that the speakers on the stereo are wireless.
2. Benefits are so important to customers because it is what they gain by using the product.
3. That the tickets are cheaper and they will get good seats.
1. A feature of the stero can be big speakers. The benefit to big speakers is music can flow a farther range than if the speakers were small.
2.Benefits are important to customers because it is what the customer gains. If there is no real benefit then the customer isnt going to buy the product.
3.A feature of the Black Eyed Peas concert ticket could be that the seats are front row. A benefit would be that they are very close to the stage and can see everything. They can have a great time without straining their eyes to see the stage.
Another example of a feature would be that you can play CD's on it. The benefit would be that the CD's allow you to listen to your choice of music without inturruption of the radio. Benefits are important because they are what draws the customer into buying the product. A feature for that ticket would be that you get to experience the band in person, and a benefit would be that you Being at the live concert allows you to see the reality of the band.
1. feature: removable plate to change the color of the speakers
Benifit: this could make your speakers match the room and look nicer
2. because they are what make the product appealing
3. feature: seats that are clos to the stage
benifit: being able to listen to good music and being in a fun atmosphere
1. you could say that the bass is more powerful, so you get into the action of movies more.
2. Benefits are important to customers because a benefit is what they get out of the product. its something that will be a good thing for them
3. I would say that they could benefit because they would be asle to buy a cd for a lower price.
1. One example might be a the stero overall talking about it to the customer and telling about its techniques and showing how load music and the radio can go.
2. Because the benefits are what the customer gets by using the product and too see what they get out of the product.
3. I would use the songs from the group and seeing if the people like them to see that if they really do, then they'd consider buying black eyed peas tickets or talking about what kind of music they have and giving them away a free cd.
1. Our system has the best bass in the business
2. Because the customer makes their decisions based on what product has the most benefits and the ones that they are looking for.
3. you can hear their hit single live!
1. feature- i pod hook up
benefit- get to hear any music they have on their i pod.
2. thats the main thing that people want when they buy something, they want to hear good music of thjeir choosing
3. feature- good seats, front row, or high up, good view of whole stadium
benefit- get to hear good music from close up, or get to hear good music and have a full view of the wholeconcert
1. Feature: the mobility of a speaker system, if you want to change the location of the box or speakers to another place in the house.
2. Because the customers are looking for a product with the most benefits.
3. Feature: Great seats close to the stage.
Benefit: Being able to hear the music very well and almost touch the performers.
1) It could come with an ipod dock
2) benefits capture the customers interest and will make them want to buy the product.
3) They could be back stage passes
1. Large speakers are a feature and a benefit would be that you can achieve surround sound.
2. Benefits are important because they show the consumer that they can gain something out of using the product.
3.A feature to the Black-Eyed Peas concert would be the chance to see and hear them perform. A benefit for selling the tickets would be that you get to be at their concert and listen to their music live.
1) One feature is the loud speakers benfit could be how you can listen to the music in your own room.
2) Benefits are usually the reasons why customers purchase the product over another product.
3)Feature would be getting front row seats and a benefit would be that the music was live.
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