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 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?
53 comments:
1)The surround sound is hidden so no one will know where the sound is coming from they just know it is all around them.
2)Customers want to know they are getting the best for their money and the more bells and whistles for the price.
3)You will sit so close you will see the spit fly out of their mouths.
1. Feature- Loud Speakers Benefit- Clear Quality
2. Benefits are what the customer is really going to get out of it, not just what they see that they might get.
3. Feature- Good Seats Benefit- Great Music
1.Feature could do be connected to your ipod or MP3 playwer wireles. Benifit is you could change the song from anywhere in the house
2. They want to have has many benifits has they can get to make there life easier
3. Feature would be a great is gonne be put on. A benifit would get to hear them in person and be entertained
1. A feature of a stereo system I would use to sell to customers is the sound quality that is better then any othyer system you could find in the market. A benefit I would use to sell this stereo system is how the stereo could make you more popular because everybody would want to listen to it.
2. Benefits are so important to custoemrs because the customers want to know that if they buy something, the product will do something for them; more then what its made for.
3. A feature of the tickets would be where your seat is and close you are. A benefit would be taht if you had really close seats then you might be able to touch on of them or back stage passes could come with them.
1. The actual size of the product. It may be a small system but it will do exactly what your looking for without the size.
2. The benefits are so important because it tells the customer all of the extra things that come with the actual system and makes it seem like it might be better than it actually is.
3. They have been touring for years so they know how to put on the best show possible and what the fans want to see.
1.)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 that a stereo/entertainment system you could use to sell to customers is color of the product matching someones home. Have a variety of colors for the system and that way the customer can benefit from having a stereo that will go with their home and not be an eye soar.
2.) Why are benefits so important to customers?
Benefits are so important because this is the thing that will give a reason to buy the product. A benefit will be an even better reason to buy the product and help the customer with their needs.
1. The compactness of the unit. The unit may be small but it puts out good sound and is great for entertainment.
2. The benefits are important to the customer because that's what they get out of the products, the bang for their buck. Say they buy a sound system, they dont want static, they want good quality sound so that would be a benefit.
3. For a ticket to a Black Eyed Peas concert, I would imply the fact that these tickets were to see a very good group preform and they are for good seats.
1. Another example of a feature of a stero/entertainment system would be if it had bass boosting sound. Another example of a benefit would be that you can hear the music playing in high-definition.
2.Benefits are important to customers because it is what the customer actually gets out of the product or service.
3.I feature would be VIP parking passes or closer seats. A benefit would be getting to see to Black Eyed Peas live in concert.
1) this unit is user friendly and will be easy to use for any age groups.
2) benifits are important to costomers because it gives them the feeling that they are getting an really good product.
3)i would tell them that a feature is really good seats, and a benefit is good family bonding.
1.the stereo system has an incredible subwoofer included which will allow your music to have more umphh and better sound quality.
2. its what the product will do for them and lets them know that they are making are good purchase.
3. you get to hear a group you like perform live maybe even meet one of the members. You are very likely to have a good time and spend it with your friends.
1.A feature of a stero unit could be that there are a larger range of radio channels then the usual radio. This would be a benefit because with more channels you have a larger selection of stations to listen to and find new stations that you like.
2.Benefits are what the customer gains by using the product. The benefits are what they really want and not just facts and jumbled information about what causes the benefit.
3. The feature could be that the seats are located at the accoustic sweet spot of the building that the concert is in. The benefit of this would be that the seats the tickets were for would have the best sound quality of any of the seats. There would be less echo or interference.
1. A salesperson could tell the customer about the adjustable bass that is produced from their neweset subwoofers.
2. Customers generally make purchases based on eitehr price or the benefit category. If they are looking for quality, which benefits would fall under, then the customer is going to buy the product with the most benefits that appeal to them.
3. A benefit would be getting to see this award winning music group perform live. A feature could be that the place they are playing at has the newest and most high qualilty sound equiptment that would produce amazing sound quality.
1.Another feature of an entertainment system could be HD. With crystal clear sound or a crystal clear picture any customer would certainly enjoy.
2.Benefits are important to the customer because it's what they are receiving from the good or service they purchase.
3. A feature for the tickets would be how close the seats were to the stage, the benefit would be that you can hear better closer up.
1. A feature could be the stereo or entertainment system has very good sound quality and holds a high number of songs with its large gigibite.
2.Benefits are important to customers because it's what their receiving or what their getting out of the good or service.
3. A feature would be if the seats are good and if the price of the tickets are reasonable or a good deal. A benefit would be you can hear the music better and acually see them perform better because your closer up.
1. Give me another example of a feature and benefit of a stereo/enternaiment unit that you could use to sell to customers.
Feature: The stereo is wireless.
Benefit: No wires are running across your room.
2. Why are benefits so important to customers?
They want to get the most they can for their money. It is what they gain by purchasing an item.
3. If 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?
Feature: Up close contact with the band allows you to see everything.
Benefit: Get to enjoy the music at a more significant level, live rather than recorded.
1.) Something that would be another feature on a stereo would be that the stereo is small in size and can fit alomost anywhere. The benefit of this would be that it is very portable and you would not be limited to keeping it in just one room.
2.) Benefits are important to customers because they are what the they will actually recieve. It is great it something has a certain feature, but if the consumer cant enjoy the benefit of it, it does them no good.
3.) A product would be meet and great passes that were included in the ticket, and the benefit would be being able to go backstage to be able to meet some big music stars.
1. A system that lets you play the songs from your phone and not be plugged in. This lets you change the volume and song from your phone, it would be a benefit so you dont have to keep changing it manually on the system.
2. Because they are extra.
3. They are using a new sound system, a benefit is it is the first time they used it and it is the most advanced.
1. Another feature that could come out of a stero system is the connectivity, where you can connnect your Ipod, smartphone, or have CD's or albums played on it.
2. Benifits are important because customers want to get the most for the price.
3. I would say that i also had back stage passes that you could meet the black eyed peas
1. Another example of a feature and benefit of a stereo is the noise quaility. With better noise quality the noise is easier on your ears and wont for example, give u a head ache.
2.Benifits are important to customers because it shows what a product can do good for them. It will help a product stand out from other products and can help a customer descide on a product.
3.A feature/benefit i would use if selling a Black Eyed Peas concert would be the feature of a great concert and music, with the beneifit of a once in a life time expirence.
1 Another feature could be its small size. Another benefit could be the joy the stereo gives you when you listen to it.
2 Benefits are so important to customers because that is the main thing that they are looking for in a product usually.
3 A feature of the concert would be the music that you get to listen to. A benefit of the concert would be the feeling that you get when you are surronded by thousands of other Black Eyed Peas fans at the concert.
1. A feature could be a 6 disk cd changer and a benefit is that you could change from cd to cd without having the hassel of having to take them out and put them back in.
2. Benefits make the product more user friendly.
3. A feature could be seats really close to the front and a benefit could be that you could see the band really well.
1. another feature on a stereo entertainment system could be the ability to plug it into your TV, the benefit is you can put your TV a lot louder than before
2. Because a customers wants something that they know will help them for what they bought it for
3. Feature is you can see the black eyed peas in person and the benefit is you have alot more fun listening going to a concert than listening to the radio
1) One feature of a stereo system could involve great tuning capabilities (bass, treble, etc.). A benefit could be a more lifelike movie experience when watching movies.
2) Benefits are important to customers because they satisfy customers' wants. The benfits of a product are some of the biggest selling points.
3) A feature may include front row tickets to the concert, while a benefit of the tickets could be the great time that the customer will have at the concert.
1.)The size of the bass. Many people want a loud bass for their music, this would be a benifit to them.
2.)Benefits are important because customers usually just buy based on price and dont think about quality. Quality of a product it a benifit and customers want the product with the most beneifts.
3.) A feature of a concert would be the pyrotechnics. This would be a benefit because the lights flash with the beat of the song and they gain your attention.
1. A feature on the benefit is how power efficient the unit is. A benefit of this could be that is saves you money compared to other things.
2. Benefits are what the customer gets out of what they are buying so the more benefits the more the customer is going to want to buy the product.
3. A feature of this concert could be the screnes that show the band for the people that are far away and cant see the band playing. A benefit could be the band giving away a free t-shirt to the first 500 fans to show up to the show or whatever.
1. Another benefit you could get from a stereo is the option to listen to radio as well as an ipod or CD.
2. Benefits are so important for customers because this is why they are buying the product. The benefit is what the customer is getting out of the the product.
3. A benefit you would get from buying tickets to a Black Eyed Peas concert could be to see another band or artist that is opening for them.
1. A stereo system has a clear sound which makes the benefit the music being easier to understand.
2.Benefits are things that go with the system that on to the overall syatem.
3. You could say how the tickets are so close to the stage you are right near them which makes them easier to hear.
1. The Benefit of quality music crystal clear and very easy and simple to listen to
2. The beneefits the customer gets out of the product is the main reason they buy it. If they can't use the product and it serves no benefit to them why would you buy it.
3. Benefits would use would be sitting closer up or allow the tickets to be sued as VIP passes ro something like that to draw more customers to buy the tickets because they get more benefuts
1.one thing that could be used is the xbox this could benefit cause this could be a big seller which would make the company money
2. because they want to get the most for their dollar and something with alot of benefits would do that for them
3.a feuture that would be on the xbox would be you can watch netflix or tv and this would be a benifit because you wouldnt have to buy a dvd then
1. The stereo is easy to store in most places that you would like them to be stored.
2. The benefits are important to customers becuase they don't want to buy something that they are not going to use. The product has to suit their needs.
3. You get to see world class entertainment of a very popular hip-hop group.
1. Feature: Bass booster
Benefit: for those who like to hear loud bass in their music will be pleased with the bass booster
2. Customers often make their buying decisions based solely on the benefts the product provides
3. Feature: great electronic and ryhtmic music
Benefit: the customer will enjoy the show and music intensely
1.
2. because they would want to buy a roduct that would do something for them.
3. a feature would be like a opening artist, and a benefit would be a new unheard song that no one has heard
1. One thing that could be used is a 3D tv. These allow people to get the real 3D effect from the comfort of their homes. This would be a big seller for many companies because its the hot new product.
2. Benefits are what give the customers what they want. This will keep customer loyalty and make the company more money.
3. You could use their awesome animations and dancing to draw people into buying the tickets. They could experience a great, fun and entertaining show.
1. they get to hear beautiful music, in the comforts of their living rooms
2.because they povide the nees and wants of the customers
3.a benefit of going to a black eyed peas concert woould be that the customer gets to enjoy the music produced by the group live and in person
1. Another benefit of a sero/enternaiment unit is that it may be easy to use/nagavite. People like things that are easy to use
2.Because its what the customer likes and wants out of a produt, what is in the product can may the person want to buy it more
3. That thier half price, where the seating is, if they offer back stage passes
1. A feature would be an LED screen and a benefit would be that you could see the TV clearly from far away
2. Benefits are important to customers because the benefits are what they will be able to do with the product
3. A feature would be that you get to see the Black Eyed Peas and a benefit would be the experience you would get out of it
1. Another benefit of a sero/enternaiment unit is that it may be easy to use/nagavite. People like things that are easy to use
2.Because its what the customer likes and wants out of a produt, what is in the product can may the person want to buy it more
3. That thier half price, where the seating is, if they offer back stage passes
1. A benefit could be louder base and the feature is bigger peakers for the base.
2. because when a customer buys something he wants to make sure hes getting the best he can get out of it. Wants to make sure something has positive benefits.
3. my feature would be there good seats and the benefit would be the ability to see black eyed peas that close up.
1. Its size and shape makes this product easy to store and travel with.
2. Benefits are the reason the customer buys your products. So to sell more the benefits need to be explained and shown.
3. A feature of going to a black eyed peas concert is good music and a great performance. A benefit is the price is cheap and you may recieve a free t shirt.
1.) A Sony steroe system would be good for you and for your car.
2.) Benefits keep the customers interested and keeps them staying as your customer.
3.) Advertisement
1. Its size and shape makes this product easy to store and travel with.
2. Benefits are the reason the customer buys your products. So to sell more the benefits need to be explained and shown.
3. A feature of going to a black eyed peas concert is good music and a great performance. A benefit is the price is cheap and you may recieve a free t shirt.
1. Its size and shape makes this product easy to store and travel with.
2. Benefits are the reason the customer buys your products. So to sell more the benefits need to be explained and shown.
3. A feature of going to a black eyed peas concert is good music and a great performance. A benefit is the price is cheap and you may recieve a free t shirt.
1.) Another benefit of having an entertaiment unit is that you would be able to listen to your music at the best quatlity and it will sound better then other systems.
2.) benefits are important because the customers need a product to do something for them. they arent just going to buy it because they want it to just sit there.
3.) you would get to see them perform live and you would be able to hear their music live and be in the atmosphere of a concert.
1. the feature would be that the entertainment system has a hi-definiton feature that lets you hear the music and movies clear.
2. Benefits are important because the customer would feel satisfied right away and would also give the seller feel good about that the customer is really interested in the product.
3. The price and location of the seats.
1. The option for a headphone jack could provide the benefit for users to listen to music without other people in the house hearing it.
2. Benefits are important to the customer because without benefits, customers would not buy things.
3. A benefit would be an enjoyable time with friends and that it provides a good memory.
1. auidio beats they can help you be more private because people dont hear what you`r littening.
2.because its what they get back from the product like if you get ta pare of shoes they will meke you skinny.
3. they get to see the black eyed peas, and if they get a good seat that will be a good benefit.
1. A feature or benefit of a stero/entertainment systme could be that you say that the streo has high quality sound (feature) and the benefit could be that the high quality sound will help thje sound will be clear for your peograms so you will be stress free about having to worry about what the people are saying in your program.
2. benefits are so important to customer because we wawnt to know if a certain it has what we want and need all for the right price. Benefit could be an extra bonus for the right price.
3.Ticket to a Black Eye Peas concert could be advertise through a feature like who is playing in the concert like who is opening and a benefit could be that the band is going to play a brand new song and you will be the first to hear it.
1. The funtionality of the product, the entertainment value, and the simplicty of a such product.
2. Benefits are important to customers because this is what they base there buying decisions off of, the more benefits a certain products contains the better the chances are that the customer will buy that product.
3. A feature that you would gain by buying a Black Eyed Peas concert ticket would be the seat location and the things that come along with it such as a back stage pass and so on. A benefit to buying a Black Eyed Peas concert ticket is that you have the experience that you will never forget and will be able to tell all your friends and family.
1. Another feature and benefit for a stereo/entertainment unit is it comes with top notch speakers that can play your music more clear.
2. The customer wants to know what it can do for them
3. You could tell the customer that they are doing something special
1. Feature: compact size
Benefit: doesn't take up too much space in a room or look unattractive
2. Benefits are so important to customers because someone will not be willing to spend their hard earned money on a product unless they know it is going to do something for them.
3. Feature: great seats
Benefit: you are so close you will be able to hear all the music and have a great veiw of the preformers
1. Another feature and benefit of the stereo unit could be the bass if they are selling to younger users such as young adult in their early 20's this would get their attention.
2. Benefits are important to customers so they know what they are receiving and why they could use that product
3. The concerts main event is the black eyed peas but there would be other bands and singers there to make your experience even better.
1. Tell them there is a bass control to allow you to keep the song quiet or amplify the beat, which is what younger people want.
2. Benefits are so important because it gives the reasons for why the customer wants the product and why the customer likes it.
3. The concert tickets would let you gain the right to see the Black Eyed Peas live in concert. Features would be customers would get to see a good live performance and get entertainment out of the band.
1.speakers,they can test out how they sound,how long they can be on and how well the base plays.
2.the benefits are important because you need to kno what your product can do,to make sure the product aint garbage.
3.i would use autographed shirts of the black eyed peas.
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