Connect with Your Customers — Tell them the Benefits

So what? That’s not something you want to hear your customers saying. Yet so many businesses only focus on features, and that just invites customers to ask why they should care.

A feature is a factual statement about your product or service. Yes, you need to list the features, and yes, customers do want to know what they are — and will likely even compare features before deciding what to purchase. But what do they really want to know? Your customers want to know what’s in it for them. What are the benefits?

In order to communicate the benefits, start by thinking about the results associated with using your products and/or services. For example, if you sell eco-friendly cleaning services, the features would be that you offer commercial and residential cleaning; that you have a staff of 15; that your services are available 24 hours a day, 7 days a week; and that you only use chemical-free, Earth-friendly cleaning products. Those are the facts. But if you tell a potential customer that you have a staff of 15, they could very easily say, “so what?” At that point, you need to connect with them by explaining the benefits.

The results of using this eco-friendly cleaning service are many. You get a clean home or office without lifting a finger. No interruptions because cleaning staff can come at any time of night or day when the building is empty. Quick, thorough cleaning with more hands to do the work. Better health due to improved indoor air quality. Happier family members or employees due to improved health. Cost savings due to money saved on sick leave, health care and loss of productivity. Plus, by being good to the planet, you’re helping to ensure that it’s here for future generations to enjoy.

When someone hires a cleaning service, it’s because they want something cleaned, but the results we’ve described explain that customers get more than a clean home or office. Share those benefits with customers, and they are more than happy to pay for that product or service.

Follow these three easy steps to convert your features into benefits:
1. Make a list of your features.
2. Ask yourself, “so what,” and list the results of using your product or service.
3. Help customers connect with those results as benefits.

Turning features into real benefits will help potential customers become first-time buyers. Make sure to list your benefits on brochures, bushiness cards, statement stuffers — wherever and however you promote your business. Delivering those benefits time and time again will make first-timers life-long, loyal customers.

Are you communicating features or benefits? Do you have tips on how other businesses might translate their features into benefits? We’d love to hear it. Please, leave a comment below.