Selling a benefit not just a feature


essential previous learningPoint of Difference

Benefit Selling

Understand the difference between features and benefits

Key Learning Outcomes

  • Distinguish between the features and benefits of a product or service.
  • Develop responses to your customers’ questions, such as “what’s in it for me?”
  • Explain the benefits of your products or services, and provide supporting evidence.
  • Learn to communicate the benefits of your products and services to customers.


One of the keys to being a great salesperson is being able to understand and communicate the difference between features and benefits. In simple terms, features simply describe the product or service, and benefits illustrate how it will satisfy the customer’s need. Too often salespeople get caught up in selling the features of a product or service without ever connecting them to a benefit for their potential client. At the end of the day, when making buying decisions most customers want to know the answer to the question, “what’s in it for me?”

For example, if you are selling a car, rear-parking sensors might be one of the features. The advantage of this is that the sensors will beep before you hit something, but the real benefit is that you can park with confidence in tight spots knowing that you will not damage a car, property, or worse, a person.

When buying products, the majority of consumers, whether they are doing it consciously or not, are weighing up the benefits of the competing products. They might start their selection process by looking at the features and narrowing down the selection by discounting any that do not match the initial criteria. However, they will make their final decision based on how well the product satisfies their particular need. The more articulate you are about the benefits your product or service offers and the more accurate you are at matching these to your clients’ needs, the better your sales results will be.

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