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Sell On Strong Benefits And Not On Feature

Updated: Mar 26

Selling for Success: A Guide to Selling Based on Benefits

Greetings, Business Owners and Entrepreneurs! Today, we'll explore the art of selling based on strong benefits rather than just features. Imagine you're at a car dealership, examining the latest models. The salesperson starts listing technical specifications: horsepower, torque, engine size. Yet, what truly captures your interest are the benefits: smooth acceleration for effortless merging, spacious interiors for comfortable road trips, and advanced safety features for peace of mind. This exemplifies selling based on benefits—emphasizing how your product or service enhances the customer's life, rather than just listing its attributes.

Understanding Customer Needs

To connect deeply with customers, empathize with their struggles and aspirations. For instance, selling a new vacuum cleaner shouldn't focus solely on its suction power or filter quality. Instead, emphasize how it simplifies cleaning, saving time and energy for more enjoyable activities. By aligning your message with their desire for convenience and efficiency, you create a compelling narrative that resonates with their aspirations.

Translating Features into Benefits

Effective selling involves translating product features into relatable benefits. Rather than fixating on technical specifications, convey the real-world advantages. For example, when selling a smartphone, highlight how it fosters connections, captures important moments, and simplifies daily tasks. Focus on how the phone improves their life, not just its technical prowess.

Fine-tuning Your Script and Marketing

Incorporate the identified benefits into your sales script and marketing materials. Mention them prominently, using simple language that resonates with customers. Avoid complex jargon that may confuse them, instead focusing on clear and relatable benefits.

Using Storytelling to Bring Benefits to Life

Storytelling is a potent tool to make benefits tangible. Share customer success stories, such as busy professionals regaining control of their evenings with a meal delivery service. By illustrating how your service simplifies their lives, potential customers can envision similar benefits for themselves.

Personalization for Connection

Demonstrate understanding of customers' needs by personalizing your pitch. Ask questions to learn about their concerns, then tailor your message accordingly. For example, inquire about skincare issues to reassure customers that your products address their specific needs.

Focusing on Outcomes

Customers care about the results your product or service delivers. When selling a fitness program, emphasize how it helps achieve fitness goals, boosts energy, and enhances overall well-being. Highlighting these outcomes reinforces the value proposition for customers.

Attentive Listening

Listen attentively to customers' reactions and feedback. Adjust your approach based on their responses, ensuring alignment with their needs and preferences. Engage them with open-ended questions to uncover additional insights and opportunities to assist them better.

Following Up with Customers

Maintain communication with customers after the sale. Solicit feedback on their experience and satisfaction with your product or service. This ongoing engagement strengthens relationships and provides valuable insights for continuous improvement.

In conclusion, these eight steps empower business owners to sell based on strong benefits, fostering increased sales and business growth. 

Don't miss the opportunity to enhance your skills further by exploring Episode 65: Develop A Post Purchase Guarantee, and access valuable resources at to fuel your business growth journey. Take action today to elevate your business's revenue, profits, cash flow, and overall value.

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