Strengthen Your Communication By Combining Features, Benefits & Examples

We know what features are.  They are dry data – such as a V6 car engine or a big supply of Football Shirts.  Some sales people are guilty of “feature dumping” – which sounds to the customer a bit like this: “Here’s a reason why we are great, and another thing, and another thing, and another thing….repeat…yawn…”

Where big gains are made is around benefits – because they are personally relevant to your customer.  Such as a V6 engine being able to power around lorries on an open road, or a strong supply of Football Shirts being integral to satisfying big customer demand.

However MASSIVE gains can be made by using EXAMPLES after your feature and benefit.  You kind of link them all together, for maximum impact. So, here’s an example:

“John, let’s talk Football Shirts (Feature).  We have some big supplies right now, and as you say your customers love it (Benefit).  One of our customers recently held a Football Friday event at their office, promoting it internally, and by theming the event to specific games and producing a variety of activities and competitions, he made an absolute killing and is going to hold them more regularly.” (Example).

Do you think that you could make your customer messages stronger by using the feature-benefit-example combo? Could this be something you could practise with your team at your next meeting?

Let us know how you get on!

There are a lot more fabulous communication tools we use with our clients, and with great success. To speak to one of our consultants about options available to you, please give us a call on 0207 043 1582 or take a look at our sales training pages.


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