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About this lesson
In this video we look at how the features and benefits of your product or service fit into your presentation.
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Quick reference
Features and Benefits
The presentation is where you get to go through and shine as a sales professional. Now is the time when you take all the research you have done, all the questions that you have asked, all the information you have gathered and you present it to your client.
The presentation should include an introduction; it should address the client’s needs and should include the features and benefits.
Depending on what you are selling and your sales cycle, all of this can happen in a matter of minutes or over the course of an hour. Your presentation can be done on a pad of paper, a PowerPoint, a brochure or just through talking. You have to decide what is right in the situation.
When to use
A sales presentation should always include the features and benefits of your product or service.
Instructions
The next part of your presentation is called features and benefits. The features and benefits section of your presentation should do the following:
- Get the prospect excited about the features of your product or service.
- Get the prospect excited about the benefits of your product or service.
- Tie in the features and benefits to overcoming their challenges – Example: Can you see how _________ can help you overcome _____________? or “...accomplish ___________?
In order to do this well, you need to go through the features of all of your products and services and write down the benefits of each feature that your client actually cares about.
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- 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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