Here are the definitions as defined by the Huthwaite group in the book Spin Selling (Rackham 104) :

Features – Describe facts, data, or product characteristics

Advantages – Show how products, services, or their features can be used or can help the customer

Benefits – Show how products or services meet Explicit Needs (also defined in his book) expressed by the customer.

Did any of the definitions shock you yet?  Probably not, but what if I told you that the features rarely have a positive impact on a call.   Features actually showed a slightly negative impact on larger value items when used in the sales presentation.   Now study your sales team or fellow sales professional in the wild.  It is amazing how much time is devoted to lecturing prospects on features.

The term advantage is even more exciting.  Neil’s research showed that advantages were slightly positive when presented early in the presentation, but the effects become less impactful as time went by and as sales became larger.   Keep in mind: advantages are advantages because we are not sure if they are a benefit to our client.

Benefits are true advantages that are considered to be a positive by the prospect.   Research showed that when your product meets the need expressed by your customer, you win (Rackham 110).  This is true over the entire course of the sales process.  We will need to understand our customer in order to assist with presenting true benefits.  Benefits will be productive from the beginning right up to the end of our sale.

Let’s apply the definition to our day-to-day in the automotive industry.  In order to be successful utilizing mostly benefits in our presentation, needs and wants must be purified and compiled allowing us to focus on benefits.  However, specific needs and wants are often left hidden for two reasons.  Sales people fail to break down the initial defensive barrier which is best done by assuming our role as questioner or they do all the talking and avoid learning about the prospect.  Either way, distinguishing between advantages and benefits will be difficult.  Each advantage or benefit is always subjective based on the audience.  What may seem like a major positive to the presenter may not matter to the prospect.

For example, the average large SUV buyer has a very specific list of needs that landed them in front of a Suburban.   Perhaps they are interested in a Suburban because of its ability to trailer a large boat while transporting enough friends to fill the boat once it’s in the water.   Assume that the Suburban is great, but you are several thousand dollars away on price or payment.  Determining the weight of the boat and trailer will greatly impact your success if you know the answer before offering a lower cost alternative with an increased mileage-rating as found on the Traverse.   Imagine suggesting the Traverse will save a large amount of money.  It tows up to 5200lbs with factory-installed tow package.  In addition, the mileage is slightly better, too.

None of these advantages will help because our boat weighs 6500lbs.  In fact, this whole conversation is a waste because these are not advantages for this particular customer.  In this scenario, our sales professional is lowering the chance at a sale because of the time spent presenting a non-viable solution.  Suggesting the Traverse and highlighting its lower MSRP and better gas mileage will result in time spent selling advantages, otherwise known as things that are a positive, yet have no impact on our current prospect.  While price may be a deciding factor, gas mileage is not.  If your product doesn’t satisfy the prospect’s primary need, you are moving farther from the sale.  Avoid these distractions in your presentation.

All conversation must be geared toward our final destination which is a car deal.  Often we are moving sideways in the sale when presenting features and possibly backwards when presenting contingent advantages about our product.

Through great questions, you will assist your prospect as they clarify and rank their most important wants and needs.  When they see their need, they will look to you for a solution.  Strongly defined needs eliminate uncomfortable closing situations and will allow you to control your destiny without involving your sales manager.   On a side note, the best way to make more money, starting today, is to implement this advice to close your own deals without involving a second person.  Too often, people hired to assist you with the close will also serve up a major pay cut as they slice and dice remaining gross to close your deal.  This must be avoided to maximize earnings.   You just spent hours bringing your prospect 95% of the way.  SEAL THE DEAL!

Stayed tuned for part II where I will share a personal example of how I failed to ask enough questions and how it affected me.