Focus on the Benefits

Take a minute and write the top five to ten benefits of your product or service. This should not be difficult; simply list the five to ten things you most frequently tell suspects about what you have to offer.

Now go back and look at your list. Do your “benefits” describe the qualities of your product or service? If so, you’ve got a problem–along with 99% of all professional sales people.  I am not talking about 99% of all sales people; I am talking about 99% of lifetime professionals. Getting to the benefits is much more challenging than you may have considered, but getting the benefits will make you a sales genius!

The importance of this principle was reinforced for me while reading a recent blog written by Donal Daly.

“Customers care about a product’s benefits – not its features. You should too. It’s not that the technology, or innovation, that’s at the core of your product isn’t important; it’s just that, unless it delivers value to a customer, it doesn’t matter. It’s not that your lower price isn’t advantageous; it’s just that, until you create value in the mind of the buyer, the buyer isn’t interested and any price is too high. That’s the power of a well-crafted value proposition. It expresses your unique value, and gets the customer interested – it’s your promise to deliver.”


This is a brilliant statement by Mr. Daly. Being Benefit centric will help prospects see the value in your product or service. We all know that Buyers Buy Benefits. The reason is that Benefits focus on the prospect. It gives them a clear picture of how your product or service will make their life better.

This is why it is so critical when you are giving a Solution Presentation to your prospects to show them how they get the Benefit. You do this through Features, Advantages, Benefits, and Proofs.  This progression from Feature to Advantage to Benefits is not an uncommon discussion in the world of sales.  It might be helpful for you to think of Features as describing what the product or service is – the tangible elements and the capabilities. Advantages describe what the feature does, and shows why the functionality is better than status quo or better than the functionality offered by your competitors. Benefits explain why the customers and suspects care.

For example, if I were to say my product is the fastest on the market, I’m descriving a feature. If I explain that the speed of my product helps my customers complete more work in the same amount of time, that is an advantageto my customer and it suggests there is an advantage available to my prospect.  You can take this a further step by specifying  the real value of completing more work in the same amount of time, things like increased profits, prestige, preservation, etc. Now you’re describing the benefit. By taking the advantage that next step, you are able to get to the real benefits desired by your prospect.

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