Every product sold in the market will have benefits and features. Before buying a product, aside from considering the make and model, brand reputation, and cost, customers will always look into the benefits and features that they will get from the product. This will ensure that the product will satisfy whatever the needs of the customers are, and this is usually the main reason why customers choose to buy a certain product from others. This also makes the customer feel that they are getting the right value for their money.
Which one do customers consider as the most important? Is it the benefits or the features? Not all products will have the same benefits and the same features. Not all features will give you the same benefits. Not all customers have the same needs and need the same features.
Customers perceive buying as, “I will buy this item because I’m getting more value from it than pocketing my money.” Most people will not put too much concern about a product’s feature as long as the benefits that they receive from the product will satisfy their needs. For some customers who really just care about the benefits that they get from a product, the make and model and brand reputations don’t even matter. Some customers are even willing to purchase a product that’s produced by a not so known manufacturer as long as their needs are satisfied.
A customer who works as construction worker wants a mobile phone that is so tough that it won’t easily get damaged when accidentally dropped, get wet, and with extreme heat. Offering this customer a mobile phone that’s not built for such needs even if it’s a popular brand is a waste of time. This customer wouldn’t really care if the mobile phone you are offering has a 100 megapixel camera, has 10 gigabyte internal memory, fast browser speed, mobile apps, etc. since these features will not give the customer the benefits that he/she needs.
When it comes to service providers, when you’re expecting a package to be delivered to you, do you really care how it gets delivered or what you only care about is that the package gets delivered as soon as possible and the contents are not damaged?
When helping a customer with product information or recommending a better product, if you don’t have a clear picture of the customer’s needs, don’t even bother to start explaining the features of a certain product. But if it’s already clear what the customer’s needs are, don’t just stop after explaining the product features. The features of a product will justify the price tag, but the benefits will justify the value of the product. Product features and benefits work hand in hand. A product’s features will answer the questions, “What does it have and what can it do?” A product’s benefits will answer the questions, “What’s in it for me?”
As a retailer, which one do you focus on? The focus should be on both the benefits and features equally. It will be difficult to successfully make a customer realize the benefits if the features are not explained. It will also be difficult to successfully make a customer appreciate the features if the benefits are not realized.
To be successful at this, ask key questions to have a clear picture of the customer’s needs, ensure you are well versed with the product’s features, and have a clear understanding of the benefits that they bring to a customer. Most of the time, if not always, you will be able to make a sale and ensure the customers get value for their money’s worth.