Many sales professionals in ICT (information and communications technology), struggle with translating features to benefits. As broadband champions and integrated information and communications providers, they have really cool technological products and services, but they struggle describing the features – and more importantly, the benefits – to their customers. They find themselves using technical language like CPE, EPE, NPE, SLG, UPE!

Customers are less interested in technical jargon than they are in how your product can improve their productivity or profitability. That’s all they really want. That’s all they really care about. Features answer the question, What is it? Benefits answer the question, What’s in it for me? People don’t buy features, they buy benefits. Focus on benefits that directly relate to specific buyer needs.

Try using bridge statements to connect a statement of features with a statement of benefits. For example, “We offer SLG (Service Level Guarantees) with a monthly Service Availability of 99.0%

  • , which means [bridge] you’ll have ‘always on’ connectivity in your business [benefit]”.

    Focus on what’s most important to your customers. Learn more about Presentation Perfection.

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    Tom Abbott
    Tom Abbott is the author of 'The SOHO Solution' and 'Social Selling' and the creator of the online sales training platform SOCO Academy. Sales leaders engage Tom for his proven solutions to building high performance sales teams that exceed targets and for motivational keynotes that energise their audiences.
    2 Responses to Features vs Benefits – What’s in it for me?
    1. Hi Tom,

      Got your point on focusing on the benefits. What are your thoughts on pain-based approaches which focus on the pain the customer faces and then introduces the features then benefits?

      Kind Regards,

      Akash Karia

      • Hi Akash, thanks for your question. I prefer a consultative approach which includes questions about both pains and gains. Finding a balance between aspirational (what gain do they want to achieve) and implication or consequence (what pain do they want to avoid) questions will help you focus your presentation on the features and benefits that matter most to the customer.


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