Now we’re going to talk about features versus benefits, but not like everyone else does.

Everyone else says “Tell the customer how they will benefit from giving YOU their hard-earned money!”

Our approach is more “Figure out why the customer would actually WANT to give you money in the first place, as opposed to spending it on anything else. Then mention THAT.”

Essentially, you’ll make a lot more sales thinking about why the customer cares about the purchase. (We already know why YOU want them to buy.)

Features are something you offer. Benefits are what that something MEANS.

If you offer around-the-clock email support to clients, that’s a feature.

For a client, being able to email you anytime they want and get a quick response is a benefit.

If you offer recordings of your client calls, that’s a feature.

The fact that your client can talk to you more without having to stop taking notes is a benefit.

See the difference?

(If you’re saying “Yes, Naomi, I know what a benefit is,” then keep reading.

Here’s something you probably haven’t thought of.

A slightly different approach to benefits you might want to consider.

Everybody wonders “How can I get people to BUY?”

Very few people wonder “Why haven’t they bought from someone else already?”

Two very different questions. And two very different answers.

Focus on the first, and you’re on the road to learning how to more efficiently twist people’s arms and getting your graphic artist to make you bigger, brighter “Buy” buttons. That should probably say “Buy right NOW!!!!”

Let’s not think about that for the moment.

Why haven’t they bought already?

Well, there can be a lot of reasons.

It’s your job to figure them out.

Maybe they’re not buying already because they think a typical provider of your service will push them around and be a know it all.

Maybe they’re not buying because they think they have to give you a big lump sum up front, or that you won’t be flexible on payment plans.

Maybe they’re not buying because they don’t think a service provider of your type exists who will fit their working style.

It’s easy to think your offerings are so great and so life-changing that people who don’t buy from you are, on some level, being unreasonable. They just don’t “get” the benefit of working with you.

But people ARE reasonable.

You may not like their reasons, but they’re valid.

When you can position your features with descriptions of the benefits in the language that represents what THEY care about, now they’re listening. And soon, they’re buying.

Because your service can’t just be GOOD. Every service provider says their stuff is good. You have to understand why it would be good for THEM.

And specifically, why it sounds good enough that paying you is a better idea than holding on to their money.

How to actually do this.

The first step is simple. You basically list out all the features of working with you.

You help people with X and Y and Z. You offer these other products, and you offer these other perks (like the recordings of calls). You also have a certain level of experience you bring to the table.

Ok, now you’ve got that. On to the second step.

Now look at all those features and write down why those things are good for the client in and of themselves.

They can solve their problems with X and Y and Z. They can enjoy these specific perks in these specific ways. They can get these specific benefits based on your experience that they can’t get on their own.

Ok, now you’ve got that. On to the third step.

Now, look at all of those Very Good Things and imagine they had to borrow money from Joe to buy these benefits from you.

Which means they have to justify it to Joe, who lent them money for this other thing that didn’t really make them happy, and Joe remembers the experience.

What would make Joe feel like lending that person money would be a good idea? Joe would have to be pretty sure that the benefit was real and valid and going to actually happen.

“Joe, this website guy is going to give me a really great looking website!” isn’t going to cut it, because Joe doesn’t care.

But “Joe, this website guy is going to make me look like a pro, so it will finally be easier to get more business and you can stop asking me when I’m going to turn a profit already”?

THAT has Joe’s attention.

THAT’S something real.

And that’s what gets the Visa card out.

There’s a lot more to a benefit than just the benefit.

Yes, benefits are good. But in order to get them selling your products and services, they have to be meaningful as well.

Not intrinsically meaningful. Specifically meaningful.

So today, think about what you do, and what general benefits it gives to your buyers.

Then think about why that’s meaningful to them. Then think some more. When you think you’re done, keep thinking.

Eventually, you’ll end up with ideas that you can communicate that will actually lead to sales, because the client will realize that finally – FINALLY – someone understands them.

That’s your job.

Put some time into this one. The more you understand why your buyers want to buy, the easier it will be to make them feel comfortable doing so.

Now, let’s move on to the fifth and final lesson.