- Benefit language focuses on the real benefits a customer will get from a purchase, not just the product features.
- The feature-benefit model is effective in helping salespeople present a product in a way that attracts attention and responds to customers’ needs.
- Effective use of benefit language requires personalizing the message and tailoring it to the individual expectations of the recipient.
- The key to success is to know the customer’s needs, focus on emotions and present concrete examples of product use.
Benefit language is one of the most pertinent tools used in marketing and sales. With its use, communication with potential customers becomes more effective, focusing on their needs, desires and emotions. The basis of this technique is a way of presenting the product that focuses on the actual benefits to the customer, rather than the features themselves. The feature-benefit model of item presentation will help salespeople reach the heart of their audience more effectively. What exactly is it, how to apply it and what benefits does it provide? We discuss this below.
What is benefit language?
When you are running your own business, it is important to analyse exactly what your advantage is. Phone calls and e-mail communication are great ways to improve your presentation and thus increase sales results. However, to achieve this, you need to learn how to communicate in the right and convincing way.
Benefit language is a sales technique that focuses on presenting what real benefit the customer will get from buying a product or service. In practice, this means that the salesperson does not focus on listing product features such as colour, material or size, but instead shows how the goods meet the customer’s needs. It is through the language of benefits that customers not only find out what qualities the product has, but above all are aware of how it will affect their lives.
Benefit language is extremely effective. Customers do not buy things just because of how they look. They want them because they believe they will fulfil unmet desires and solve their problems. And that is the essence of this model – talking about how an item makes a difference to a customer’s life.
Feature-benefit-benefit – what is this model?
The feature-value-benefit model is a tool that helps the salesperson to present the product in a way that is more appealing to the customer. Instead of discussing the feature of the item itself in isolation, try to combine the three aspects:
- the feature – this is a characteristic of the product, such as material, size or colour,
- benefit – the effect resulting from the feature, i.e. how the feature will affect the user,
- benefit – the tangible gain the customer will receive.
How to apply the feature-benefit model in practice?
Suppose we are a real estate agent and we want to sell a client a flat with the following characteristics:
- feature – the flat is 100 m² in size,
- advantage – thanks to the large space, this flat will accommodate the whole family and each child will have its own separate room,
- advantage – the client will ensure a comfortable life for himself and his family, with enough space for daily functioning and a sense of comfort, privacy and security in his new home.
When we apply this model to a conversation with a client, we show them that we have their real needs in mind. By describing the feature, advantage and benefit, we tailor an apt and convincing message to individual expectations.
It is important to remember that not every customer is the same – what is an important product feature for one person may be completely irrelevant for another. That is why, when using benefit language, focus on personalising the message and adapting it to different customer groups.
Benefit language in practice – how to use this technique effectively?
Implementing benefit language requires understanding what the customer is really interested in. In order to speak it effectively, first of all:
- know the needs of the recipient – the message must not be generic. You need to pay attention to what is really important to the customer – what problems they are looking for a solution to and how our products can solve these problems,
- focus on emotions – benefit language is also a way of talking about the emotions that a particular product will evoke. Talking about how the product will affect everyday life, what comfort, joy or sense of security it will bring, makes the customer feel better,
- use concrete examples – sales arguments that are described in terms of the concrete application of the product in the customer’s life have much greater persuasive power.
Product features and benefits are universal, whereas benefits are much more personalised and dependent on individual needs. The key to the successful use of the feature-benefit model is an in-depth understanding and analysis of the expectations of the target group, which is the most challenging aspect in this case.
It is through the precise presentation of specific benefits that you will create an offer that is tailor-made. This persuasion technique will make you build a stronger bond with your customer, showing them that you care about their satisfaction and meeting their expectations. This approach is invaluable in sales as it translates into real benefits – for both the seller and the buyer.
