Selling the Benefits

By Stacy Karacostas

Why does anyone buy anything? Hmmm. Let's think about that for a minute…

It could be because a good friend has one. Or because we think we should.

It could also be because we've always dreamed of owning, experiencing or doing X. Or even because we truly think we need whatever it is.

But no matter what the reason might be on the surface, the real reason people buy is because they believe there is some sort of benefit to be had in doing so.

Savvy marketers often refer to this as the "What's in it for me?", or WIIFM, factor.

The bottom line is that if you want people to buy from you; you have to sell them on the benefits.

Unfortunately, especially when you are selling your own products or services, it's easy to fall into the trap of talking only about features. But if you do that, you're missing the boat.

Here's a good example: Not too long ago I went out shopping for a new vacuum. These days, vacuums come in a wide array of sizes, shapes and styles, and quite
honestly I didn't know a thing about 'em.

So I went into the local vacuum store where I was promptly cornered by an over-eager salesman who started going on about features. He talked about amps and filters and bagless models (how do you empty those things anyway???) until I began to glaze over. Eventually I left empty-handed, and went to another store where I found just what I was looking for in less than ten minutes.

What made the difference? In the second store, every time the salesman showed me a feature, he also explained exactly how that feature might benefit me.

The first vacuum he showed me had a long hose attachment (feature) to makes it easier to vacuum your stairs (benefit). Only I don't have stairs, so that benefit didn't grab me.

The next vacuum he showed me had especially powerful suction (feature) and a rotating brush (feature) designed to pull pet hair out of even the thickest carpets quickly and easily (benefit). I have two dogs, so this was a benefit I could buy into and even justify paying more for.

After all, with this vacuum my house would be cleaner, smell better and I would spend less time cleaning. Benefits galore, all from this one little feature...How could I resist?

It was WIIFM in action.

Ready to put the power of WIIFM into your sales and marketing?

Try this simple exercise:

Choose one of your products or services and make a list of all of its features. Then for each and every feature ask yourself, "So what?"

Still confused? Here are a few examples to get you started.

Feature
This vacuum has 12 volts of power (So what?)
Benefit
This vacuum is so powerful it can suck pet hair out of Velcro

Feature
My mattress has 2" of memory foam on top
Benefit
Reduces pressure points (Good, but if I don't know
what pressure points are so I'm not sold. So ask yourself
again, "So what?") so you get a better night's sleep and wake up
pain-free and refreshed (Now you're really getting somewhere)

Feature
We come to you
Benefit
Saves time and reduces hassles

Of course, selling the benefits only works if you're selling benefits your target market wants. So you have to know who you're selling to, and what their pain or problems are, in order for this technique to really make your cash register ring.

But that's a whole other subject...

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