Product Presentation :Features & Benefits

Features and Benefits
Most Sales Executives rattle off the features, not bothering to explain the benefits. I have heard "Sir, this boot has xxx liters of boot capacity". So, what does it mean to me? Can I place a couple of large suitcases in there along with my carry bag? Will my golf kit fit into the boot? This Fridge has xx liters capacity. So, how many water bottles can I keep in here? Oh, Sir, this washing machine has a 6 kg capacity. So what does it mean? If the Sales Executive has gone through a proper qualifying process, he would know the answer. Maybe the customer is not aware of what ABS means in a car and he or she is too embarrassed to ask. Maybe the customer does not know what a "Fuzzy" cleaning system is all about. Unfortunately, abbreviations seem to be a way of life and I shamelessly ask what it means. During a presentation, it is important to tell customers about the benefits of the car, rather than just the features that it has. They make this mattress with inter-coil technology. So how will it help me? Most customers will be embarrassed to ask. The feature is 'what it is'; the benefit is 'what' it does. People buy products for the benefits and not the features. The customer never purchases a product for what it is, but for what it will do for him. This is a fairly obvious remark, but many salesmen completely cannot understand the real implications.

Features and Benefits examples:
● Feature: Sun/Moonroof
● Benefits: Gives you the feel of natural light/moonlight inside the cabin.
● Feature: This washing machine has a 6 to 12 kg capacity.
● Benefits: You can wash your curtains in this machine and save laundry expenses.
● Feature: This overhead projector has a 1000 watt bulb
● Benefits: The 1000 watt bulb is so bright that slides show clearly, even on sunny days.

We must plan for our sales presentation in order to present as many benefits as possible. Far too many Sales personnel feel the customers do not know about the product as much as they do, and some feel the customers know more about the product than them, leading to a poor presentation. The keys to a good presentation are knowledge of the product and insight into the customer's requirements.

[amudakhanna]

So well said ... Abbreviations are cool as long as it comes with legends..
Also they mix the Fanning process.
Advanatge is of the feature and Benefit is for the customer ...