What does it mean?


The value of a product or service that a consumer of that product or service experiences. Benefits are distinct from features, and sales reps should sell based on benefits that are supported by features.

The Importance of Selling Benefits Instead of Features

Are you struggling to close deals and increase sales? As a sales manager or rep, it can be easy to get caught up in the features of your product or service. However, it's crucial to remember that customers ultimately care about the benefits they will receive from using your product. In this blog post, we'll discuss the importance of selling benefits instead of features and how it can help you increase your sales and customer satisfaction.

Understanding the Difference Between Features and Benefits

Before we dive into the importance of selling benefits, it's important to understand the difference between features and benefits. Features are the characteristics or functionalities of your product or service, while benefits are the value the customer will receive from using those features. For example, a feature of a car may be Bluetooth connectivity, but the benefit of that feature is the ability to make hands-free calls while driving.

The Power of Emotion in Sales

Research has shown that emotions play a significant role in decision-making, including purchasing decisions. Customers are more likely to buy from a company or salesperson who can evoke positive emotions during sales. By selling the benefits of your product or service, you can tap into your customers' emotional needs and desires, creating a stronger connection and a higher chance of closing the deal.

Benefits Speak to The Customer's Problems

When a customer is considering purchasing a product or service. They are looking for a solution to a problem. By focusing on the benefits of your product, you can show the customer how it can solve their problem and provide the value they need. For example, if you're selling project management software, instead of talking about the features of the software, talk about how it can help the customer save time, reduce errors, and increase their productivity.

Selling Benefits Increases Customer Satisfaction

When a customer purchases a product or service; they ultimately try to achieve a goal or solve a problem. If a sales rep can effectively sell the benefits of their product or service, and the customer experiences those benefits, they will be much more satisfied with their purchase. This can lead to repeat business, positive reviews, and referrals, which can help increase your sales and grow your business.

Benefits Help Differentiate Your Product

In today's saturated market, it can take time to differentiate your product or service from competitors. However, by emphasizing the unique benefits of your product or service, you can set yourself apart from the competition. Instead of competing solely on features, focus on how your product can provide specific value to the customer and speak directly to their needs and desires.


In the end, customers care more about what a product or service can do for them than the features it offers. As a sales manager or rep, it's crucial to understand the difference between features and benefits and to focus on selling benefits during the sales process. By emphasizing your product or service's value to the customer, you can tap into their emotional needs and desires, solve their problems, and ultimately increase your sales and customer satisfaction.