The "One-Two" Punch in Sales
When you tell a customer about a feature, it should be supported by
at least one strong benefit. Benefits usually involve saving money, but aesthetics
(is it hip or cool) can also be perceived as a benefit. For example:
You must know what your customer's goals are and demonstrate how your product's features
will work to accomplish those goals.
- Slightly higher up front costs for big savings in maintenance and/or operation
- Lower up front costs by eliminating unneeded item(s) that don't affect performance or output
- Added safety options to decrease insurance costs, machine downtime and employee injury
- Added luxury features to make you feel good and psych out your neighbors.
The list on the right has 13 items. There are several option items mixed into the list and only two
of the features (underlined in green) have supporting benefits. At the bottom I give an example of a
feature supported by a strong benefit - saving money.