I don’t know how many times I’ve heard the phrase, “I can’t sell.” I’ve even said it myself over the years. The thing is… anyone can sell. Most of us do it from the time we learn to talk. If we want something, we try to persuade people that we need it. We start young and do it for the rest of our lives. Need to convince the S.O. that you guys should eat at one restaurant vs. another? That’s selling.
Trying to persuade another (a prospect) to take a particular action, however, is a little more complicated. There are two basic concepts you should stick to when trying to sell.
- Be Honest
- Sell the Benefits
Is a 50” Television a Benefit?
No. A 50” television is an example of a feature. Features are good information, but they aren’t what sells something.
I know…I know… A 50” TV would be pretty cool. And many of you will argue that it would be a great benefit to have one. That’s just your brain making a conditioned connection between the size of a TV and how awesome it is for movies and gaming.
But that connection isn’t always natural, and even if it is for you, it may not be for everyone. Let’s use another example – a computer. Some people don’t really know much about computers. One guy I knew in college called it a “magic box” that sat on his desk. He was a smart guy, but computers weren’t his thing.
In order to sell a computer to someone like that, you have to sell on the benefits of the item, not its features.
Benefits and Features Explained – There is a Difference
Sticking with the example of a computer, let’s explore what I mean by the difference between features and benefits. Simply put, a feature is some aspect of the computer (processor speed, size of hard drive, etc.), and a benefit solves a problem.
Say someone who is not too versed in technology sees a friend playing an amazing looking game on his computer. This guy loves games, but has always played on a console. Now that he wants to get into computer gaming, he’ll have to buy a gaming system. So he goes shopping. Which of the following sales pitches will work best on this individual?
- “This computer comes with an ATI Radeon HD 6970 graphics card with 2 gigabytes of video ram!”
- “This system has the hardware you need to put YOU in the action! Play today’s hottest games in high definition and feel it.”
I’ll help. The first is a product feature. It’s a technical description of a particular part in the computer. Since our newbie computer gamer doesn’t know much of anything about the insides of a computer, this feature doesn’t translate to anything for him. It’s just some tech jargon that will have to be explained to him by some sales rep at the store (or by a carefully crafted Google search if he’s shopping online).
The second pitch is what’s going to grab him and pull him in. It’s going to do this because it creates an emotional response in him. Instead of telling him literally what is in the computer, it paints a picture for him and informs him that he’ll be able to play the best games of the day in high definition. That’s what he’s looking for. That’s what’s going to get the sale.
Features are Important, too…
Following along the same example of a gaming computer, someone who is very familiar with computers and gaming systems will automatically translate the technical specifications of the system into the picture he wants. For this shopper, the features create the picture of the benefit.
That is why it’s important that you cover both the benefits and the features when selling. People don’t want to buy features…they want to buy something that will solve a particular problem, or perform a certain action. This might sound a little contradictory, since I just got done telling you that people buy benefits.
Really, you need an explanation of both the benefits and the specific features. This will get you the broadest audience possible. If you only paint a picture aimed at a benefit, you’ll miss out on the really analytical types who want the gritty details. If you take the other route and only list the gritty details, you’re going to miss out on everyone else.
And so the Solution is…
Trust your gut, be honest about the product, and explain both the benefits and the features. Here’s what I mean.
First, start by painting a picture of your product solving a particular problem. Create an emotional response in the prospect/viewer/etc., by showing them the good your product or service can do for them. Once you have that picture painted (and remember, be honest and straightforward…no fairy tales like fast food, perfume, or car commercials), lay out the gritty details.
“Just the facts, ma’am.” – Joe Friday, Dragnet.
List out the features after you have painted the benefit-rich picture. Now, you don’t have to do it in this order – benefits then features – but I think you should. Here’s why.
If you paint the picture first, you get the attention of those who don’t just look at the features to make a decision. You solve a problem for them first, and then they won’t just immediately lose interest. If you start with the features, you may lose them entirely, as they get bored or confused and just look elsewhere. This isn’t so much of a risk for those who just want the facts. They’ll just skip over the picture-painting prose and scan for the facts of the product.
If you list the facts first, you may be alienating part of your audience. If your goal is sales, try not to do that. Paint a picture that solves a problem, lay out the necessary facts, and close the sale.
Apply it!
The best way to learn this – selling the benefits – is to practice. Get out a sheet of paper and pen or pencil, and pick an object. Write down all of its features – color, size, shape, cost, weight, whatever. For each feature, write a corresponding benefit. Here’s a brief, lazy example:
- Feature: Dirt cheap.
- Corresponding Benefit: Will allow you to buy it and still pick up seven cases of beer on the way home. No breaking the bank here.
See, it’s not hard. You just need to practice. Soon it will be easy to paint the picture for everyone, and then explain the gritty details and product specifics to those who want to know.
