Sell the benefit NOT the features or techniques

When dealing with prospects, there is often an overwhelming temptation to talk about what interests you, i.e the features of what you are “selling” or the mechanics, rather than the benefits that should accrue to the prospect as a result of working with you. As a professional, features will interest you. As a potential buyer, the prospect may share your interests, but equally may well be solely interested in the end result. It is your job therefore, to make sure that your message outlines those benefits in a clear and concise way….a sort of “and this is what you can get” rather than a “and this is what it will do.”

For a number of clients, going into detail about the actual mechanics of what you do could work against you so I suggest you keep them in a black box only to be opened if requested. If you follow this type of approach, it will allow you to adopt a sort of “laddering” approach with your marketing; moving from feature to benefit with transitions such as:

“..and this provides you with….”
“….which means you’ll be able to ….”
“….allowing your company to….”

My suggestion is that you try this out; practice it when running marketing initiatives and always remember to use the word “you” or “your company” which are words for that personal focus. Your marketing should be about reassurance and keeping things simple!

If you need any help, get in touch with Bath Marketing Consultancy…..


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