Recipe Archive

RISCORE's September Recipe for Small Business Success

Know the difference between “FEATURES” and “BENEFITS”

“Features” are usually what the provider has put into a product or service to make it good (or better). The “benefit” is what the user perceives to be appealing.

Strong aluminum tubing might be a feature put into patio furniture. The benefit is lightweight, long lasting, smart appearance.

Expensive, “hard” wax, might be a feature for a floor cleaning service. The benefit would be a shinny, long lasting beautiful floor.

Many providers are in love with the features they use to make things better, and can get carried away promoting these things. Often the customer does not care about the features. They only want the benefit without caring why.

Analyze your product or service to determine the features. Analyze your customer to determine his/her perceived benefit. The BENEFIT gets the attention of a prospective customer!

Market the BENEFITS in your ads, literature, sales pitch, etc. Do not dwell on features. Sell the customer on what they really want – the BENEFIT.

By Ray McNeill
SCORE Counselor
Warwick, RI