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Benefits Versus Features

December 04, 20211 min read

A friend that works at a car dealership was recently discussing a sales technique with me. “We’re not allowed to let customers leave…until they take a test drive,” she said. “If they take a test drive, the chances that they’ll buy really improve.”

What does this have to do with today’s topic? The car dealership’s policy clearly illustrates the difference between selling features and selling benefits.

So what’s the difference?

Feature: The structure, physical description, or attributes of your product or service.

Benefit: The emotional reasons or connections your prospect makes with your product or service.

At a car dealership, putting the consumer in the driver’s seat changes the way they view the vehicle. No longer are they looking at the “features” of the car, they are experiencing the benefits. (Hence the increase in sales.)

So what can you do to make sure your message is speaking to your prospect’s heart and not their head? Ask yourself a series of questions:

How will their life be better, easier, or more fun with my product or service?

Why will they want to tell their friends about my company?

Without my product or service, what will the prospect be missing?

How will the prospect justify this purchase to themselves or their spouse?

By answering these questions, you will discover the benefits that will attract your prospects. No matter how tempted you may be to point out the incredible “features” of your product, sell with the prospect in mind.

When you constantly put the prospects emotions first, you will create marketing messages that drive sales like you’ve never seen before.

blog author image

Jonathan Munsell

First and foremost, Jonathan Munsell is the father of two amazing boys, Maximus & Wyatt. He lives in Cary, North Carolina. Jonathan is a former Multi-Unit Restaurant and Catering Company owner. He built a collection of brands which he sold in 2010 and went into consulting full time. His real passion is helping business owners and entrepreneurs of all kinds improve their business and their life. His fundamental teachings around systems, operations and marketing with the real goal of helping them understand they need to work on their business and less in it. Besides being the Founder & Creator at Success Systems, Jonathan has created and currently owns several multi-million-dollar companies. He is the majority owner and holds the day-to-day responsibilities as Chairman and CEO of ProntoWash, a multi-faceted International Franchise Company in the Car Care Industry with over 300 locations worldwide. He is an Angel Investor, he's involved with several associations and he's hell bent on eradicating cancer in the world, especially for children.

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This button has the CSS class "btn-popup" so we can use it to toggle the pop up. You'd normally hide this in a hidden section at the bottom of the page.

Add jQuery to your page. Normally I add this to the footer or a hidden section at the bottom of the page with the rest of my scripts.

Add your button/pop-up controller here - AFTER jQuery