1.05 Features vs. Benefits

1.05 Acquire Product Knowledge to Communicate Product Benefits

Features & Benefits

What Do You See?

Features

What Do You See?

Features

Feature

• Describes an actual part or physical characteristics of a product or service

• Example: Sweater is made of Cashmere

Benefits

• Describes how a product or service will directly  offer a user a solution

• Answers the question “What’s in it for me?”

• For every feature, there should be a corresponding benefit for a consumer

• Example: Sweater will keep me warm

Multiple Choice

What term answers the question "What's in it for me?"

• Feature

• Benefit

• Profit

Define and Identify:

Obvious Benefits and Unique Benefits

Obvious Benefits

• Easy to recognize

• Examples:

• Alloy rims vs. factory-grade; a status symbol

• 4G Connectivity availability

• NASCAR- 200+ MPH wins races!

Unique Benefits

• Specific to the product or service

• Examples:

• iPhone 11 Facial Recognition

• Sideline passes for Super Bowl

• NASCAR – Safety seats – Specially made for the driver

• BMW Run Flats

Hidden Benefits

• Implied but not obvious

• Examples:

• Hybrid cars = better gas mileage

• Skechers shape up = Ergonomics

Multiple Choice

What type of benefit is specific to a certain business/product?

• Obvious

• Hidden

• Unique

Multiple Choice

What type of benefit is implied, but may require additional research or assistance from a salesperson?

• Obvious

• Hidden

• Unique

Multiple Choice

When a customer purchases a cellular phone, they know that texting, camera, and internet availability are part of the product. What type of benefits is this referring to?

• Intangible product

• Tangible service

• Hidden benefit

• Obvious benefits

How to prepare a Feature Benefit Chart

• List all the product’s features on the chart.

• Begin with the ones that a customer or client will see first.

• Then, list the less-obvious or hidden features of the product.

• For each feature that you’ve identified, ask yourself, “What does this mean for the customer?”

•  Write each benefit beside its feature.

Feature-Benefit Chart Example:

Motivation to Attend Events

Motivators to Attend Event

• Fan Motives: Loyal Fans, popular athletes

• Host destination: Where the event is held

• Entertainment value: including festivities around the event. Unpredictability

Describe Ways That Salespeople Can Use Sport/Event Motivators to Sell Products

• Samples

• Discounts

• Testimonials

• Prestige

Multiple Choice

Approximately 85% of season ticket holders for a sports organization live or work within two hours of the home playing field of the team. What factor motivates the decision to buy season tickets?

• The design and layout of the venue

• The geographic location of the stadium

• The unpredictable performance of the team

• The sense of loyalty to the coach of the team

Multiple Choice

Jacob started training for the Boston Marathon several months ago. He was also happy when he finished the marathon in record time. In this situation, Jacob was motivated to run in the marathon for personal growth. Which is the most likely result?

• An appreciation for physical strength of others

• A need to take emotional risks

• A sense of pride and accomplishment

• A feeling of purpose and belonging

Multiple Choice

Ryan loves baseball and plays year-round in several community leagues. He is very goal-oriented, focused, and is out to win every game. In this situation, why does Ryan participate in sports?

• He wants to maintain a healthy lifestyle.

• He has a laid-back attitude.

• He is very competitive by nature.

• He enjoys socializing with teammates.

Multiple Choice

Sarah goes to an exercise class twice a week at a local gym. She participates in the class to maintain a healthy lifestyle and to catch up with her friends. What motivates Sarah to attend the exercise class?

• The thrill of competition and social status

• Low membership costs and sport appreciation

• Personal improvement and social facilitation

• The need for recognition and personal values

Multiple Choice

Because the outcome of a match is uncertain, many fans attending a sporting event are motivated by which value of the game?

• Financial

• Entertainment

• Economic

• Physical

Terms

• Benefit: An advantage consumers receive from using a product

• Feature: A fact or characteristic of the product

• Feature-Benefit Chart: A list that may be arranged alphabetically to show product features and corresponding benefits

• Feature-Benefit Selling: Convincing customers that a product has the features that will provide the benefits for which they are looking

Terms Cont'd

• Hidden Benefit: Advantage of product not recognizable unless pointed out by salesperson

• Obvious Benefit: Advantage of product that is apparent, plain to see, easily recognizable

• Unique Benefit: Exclusive, the only one of its kind; a benefit competitor’s good or service does not possess