Features or Benefits - which should you talk about?

Having spent time, money and resource developing a product, businesses naturally want to shout out about and promote their product features. 

But what do your customers really care about? In some instances, yes, they are interested in features. However, mostly customers buy because of what is in it for them, for the benefit they get. Therefore, it is important that you LINK your product features and customer benefits. 

Why? Because you then create a line of sight between your product features and the impact on your customer’s business. 

FEATURES are all about you, the supplier and your products, services and solutions. Features are product attributes and are 100% focused on your product and service offering.

BENEFITS are all about the customer. A benefit shows your customer how a feature helps them. It answers the “so what?” question.

Want to be one step ahead of your competition? Then link features and benefits to value. 

VALUE is the measure in monetary terms of the economic benefits to the customer. For each benefit, the impact on the customer can be described as increase in revenue, reduction in cost, asset utilisation and reduction of risk.

You are now QUANTIFYING the value, in monetary terms, that your product is creating for your customers.

Do you know what value you are creating for your customers?