Features and Benefits

Quick reference

• 00:04 In this video we're gonna continue with step six, the presentation.
• 00:09 The next part of your presentation is called features and benefits, feature and
• 00:13 benefits, features and benefits of your product or service.
• 00:17 What are the features, and what does that really mean to your client?
• 00:20 Those are the benefits, okay?
• 00:22 So the first thing you have to do is you have to get the prospect
• 00:26 excited about the features of your product.
• 00:29 Okay, excited about the features of your service.
• 00:33 So you gotta tell them, hey, you've had this challenge,
• 00:35 these are the solutions that we've got and here is the features.
• 00:38 So if you're selling copiers, hey we've got double sided,
• 00:42 we've got some Ethernet hook ups where you can print from your office,
• 00:46 we've got whatever it is, you go through the features, okay?
• 00:50 Next, you're gonna go through the benefits.
• 00:53 So, for example, in the copier example,
• 00:56 if somebody can print from their desk and make 100 copies on the printer,
• 01:01 you're gonna tell them how they're gonna save time, how they're gonna save money,
• 01:06 okay, whatever that feature means to your client.
• 01:10 So what does that mean you have to do on the front end?
• 01:13 That means you have to go through all your products and all your services, and
• 01:16 all the features, and
• 01:18 for each feature write down the benefit that your client actually cares about.
• 01:23 Okay, because you want to make
• 01:24 sure that there's a benefit that your client cares about.
• 01:27 You're gonna find out by asking those intelligent questions, okay.
• 01:30 But for all of your features, you wanna make sure you have the benefit, okay?
• 01:34 Because sometimes, depending on the product or service you have, there may be
• 01:37 a feature in there with the benefit that your client never even thought of, okay?
• 01:41 So after you've gone through exactly what they're thinking,
• 01:43 if there's another benefit that you see and you know their situation, that might
• 01:47 be of interest to them, now you tell about this feature and it benefits you this way.
• 01:52 And one of my favorite lines is, what that really means for you is, right?
• 01:58 So I'll tell them about a feature, and
• 02:00 then I'll say what that really means for you is.
• 02:03 So, for example, I do group coaching, okay.
• 02:05 And the features of the group coaching, it's an hour, once a month for
• 02:09 12 months and we go through a coaching call with your team.
• 02:13 And what that really means for the client is now you don't just have a rah rah
• 02:17 session, you've got something that they can learn from, for
• 02:20 the whole year, and continue to increase their productivity, right?
• 02:24 So there's a feature, right,
• 02:26 which is a 12 month program, and then the benefit which is continued growth.
• 02:32 Okay, does that make sense?
• 02:33 Good, so you have to figure out what that is for you.
• 02:36 So then you're gonna tie in the features and
• 02:38 benefits to overcoming their challenges.
• 02:41 So, for example, you'll ask them a question.
• 02:43 Can you see how my product or service can help you overcome
• 02:48 your specific challenge or accomplish your specific goal?
• 02:52 Okay, I'll say that again.
• 02:55 So can you see how my product and
• 02:57 service can help you overcome your challenge or accomplish your goal?
• 03:03 And what you'll do in there is you'll put in their specific challenges that they
• 03:06 told you, their specific goals that they told you, right,
• 03:09 your specific product and service.
• 03:11 Okay, you got this?
• 03:13 All right, excellent.
• 03:15 I'll see you guys in the next video.

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