Creating Feature / Benefit Statements That Work.

feature / benefitWhat is a Feature / Benefit Statement?

Do you know the difference between a feature and a benefit for your product and how feature / benefit statements build on one another? My experience has shown that most sales people are great at rattling off a list of features. However, they are relatively inept at describing how that feature actually benefits the client. In the next few minutes I will offer you a quick primer on how to turn your list of features into a series of statements used to turn shoppers into buyers. The 40,000 ft view is this: A feature tells your client what your product is, a benefit tells your client what your product does specifically for them, and the interest check makes sure they see value. Let’s take look at how you can pair features with benefits to create situations where you clients are excited to buy from you.

The difference between features and benifits

The first step is to summarize and clarify the need. This will show your client that you have listened, and will ensure that you truly understand what it is they are looking for. A good summary would be structured like this: Mr. Client, what I am hearing is… or am I correct in saying… if the answer is no, ask a few more probing questions until you are certain you understand.

The next step is to present your feature. A feature is the thing about your product that would prompt me to want to buy. It could be how your product would cut my costs, save me time, reduce my employee turnover, etc… This is where most sales people stop.

You however, being the stellar sales person you are will go one step further and give them the WIIFM (What’s In It For Me). This is the statement that matches up your feature with their need thus establishing benefit. The easiest way to start a feature / benefit statement is to begin with: What this means to you, is…

Finally you end with a temperature check to make sure this item has been sufficiently dealt with. An example would be: How do you think this would be of benefit to you?

So a bare bones model would look like this:

  1. Summary

  2. Feature

  3. Benefit

  4. Interest check

1.  Mr. Client, Am I correct in saying you are having an issue with X?

Yes I am.

2.  Ok, I just wanted to make sure I was clear… One of the great things about (your product) is it produces Y outcome.

3.  What that means to you is you will spend less time focusing on x problem and have more free time to focus on other issues.

4.  How do you think this would be of benefit to you?

Let’s put it into a real scenario we are all familiar with…

use feature / benefit statements to sell results not product!


Mr. Client, what I am hearing is that you are frustrated with your current bank because you are paying high fees to get your money because you are currently working with a small bank that does not have an extensive network of ATM’s. However, you do enjoy the level of customer service you receive because you are with a small local bank that knows and understands your needs, is that correct?

Yes, in fact it drives me nuts! Last month I spent $75 on ATM fees, but I don’t want to get lost in the shuffle of a large national bank.


One of the great things about working with XYZ Credit Union is you can not only use any of our 75 no fee ATM’s but you also have access to our co-op network of ATM’s giving you access to an additional 10,000 no fee ATM’s around the country.


This network allows us to give you big bank convenience and maintain the small credit union level of customer service you currently enjoy enjoy.

Interest check:

How do you think this would be of benefit to you?

Action Plan For Using Feature / Benefit statements:

  1. Create a list of as many features as you can think of for your product or service.

  2. Match that list of features to a benefit that makes your product or service worth buying.

  3. Practice this list until it become second nature.

Proper and appropriate use of feature / benefit statements is one of the basic skills of professional selling. In future postings we will discuss how to use feature and benefit statements in voice mail, overcoming objections, and closing situations to provide greater customer service, and increase sales and how to build value.

If you would like to learn more about selling based on value I recommend you take a look at Value-Added Selling: How to Sell More Profitably, Confidently, and Professionally by Competing on Value, Not Price by Tom Reilly. 

How to Choose Your Attitude!

What a DaySince Friday of last week, I have had one bad day after another and it really stinks! Unfortunately, so has my attitude! I’m sure we have all been there, what is surprising about this is the fact that I am one of those people who is “always in a good mood”. I am usually the person people who are having a bad day turn to when they need an uplifting comment. In general my “bad moods” last about an hour!

The great news is one of my sales people said something to me that I say at least three times a week and it really turned around my day. Three simple words really did change everything for me… Choose your attitude!

Everything started last Friday when I had enough deals fall off my roster to the point that it was obvious to me that I would not beat my market plan for the first time… Then my boss’s boss asked me to do something that I strongly disagreed with. Finally when I tried to take my wife and daughter to the drive in to catch a movie and take my mind off things, three hours of my life had been taken away when the theatre could not get the sound functioning! In my mind, things went from bad to worse all day long. Needless to say, when I went in for a special event at work on Saturday, which went well, it still didn’t lift my spirits. Finally, Sunday I was an hour late to a party after driving around lost for what seemed like forever! Needless to say, by Monday morning I was DREADING the thought of going in and sure enough, I found out that 3 more sales that would not close until next quarter.

I was very frustrated when I sarcastically announced that I was going to my office to cry! Shockingly this is where everything turns around… One of my reps turned to me and said “Hey man… Choose YOUR attitude!” My reply was still a bit sarcastic when I said I was choosing to cry… a few people laughed, but when I went back to my office I really did feel better. There were several reasons for this. First, I have said that SO many times and I was elated to finally know someone else had picked up on it and was obviously taking action on a very simple concept. In addition to that, while I may not be in the running to make market plan, I am going to close 125% of the same quarter prior year and that is nothing to sneeze at! And finally, this quarter is not over! I still have 2 weeks to drum up some business and make up some lost ground!

I spent the rest of the day trying to uplift my team and encourage them… With the attitude, I had before there was no way we could make our goal because I was already telling myself we couldn’t. Brian Tracy talks a lot about the Law of Attraction and I was falling right into the trap. Basically, it states that you will attract into your life things that fall in line with your dominant thoughts. If you think you stink… You probably do! If you believe you will always be poor you most likely will be. I believe you can change your stars if you believe in yourself, work hard, and study to better yourself every day.

Success is an attitude. Before you can be the best salesperson in your office you have to believe there is no reason you can’t be. Then you have to start to actually believe you are… even if the numbers do not support it yet! In sales, every transaction is independent to one another. Your customers are not calling each other to collude against you! The only constant is you and your own attitude. You need to pick up the phone every time like it was the first call you have made that day. The second prospect you talk to has no idea if the call before them was good or bad. Every second of every day we are making choices and they all stem from attitude. If you want to be consistently successful you need to ask yourself… Am I choosing my circumstances or am I letting them direct me?

For Further Study:

Check out Mind Secrets Exposed 2.0 an awesome program that will help you to learn to adjust your thinking patterns and be more successful.

For Discussion:

How has your attitude affected your success? How do you get yourself back on track when you catch yourself thinking negative thoughts?

When to NOT close the deal…

Wait! Be Patient!I think it only fitting to start this blog off with a post concerning values. Far too often salespeople find themselves in a position where they feel very conflicted as to whether they should “close the deal” and get paid or do the right thing and tell a client about a product that is better suited to them but is either out of the clients price range, or not available from your sources. I assert that it is always better to be open and honest with your clients at all times and that doing so will win you far more customers than you will ever have to turn away.


As an example, I will use my personal financial planner. She works for a very reputable and prestigious Wall Street firm and I am sure is under considerable pressure to grow her business. I met Pam not too long after I was married when I discovered that I was not adequately prepared for retirement,  emergencies, or able to take care of my wife in the event of a debilitating injury or death. I was genuinely freaked out when I called her and honestly would have done anything she advised based on the high recommendation I was referred to her with. After looking over all of my investments, debts and the insurance provided by my employer, she informed me that while I did need to develop a considerable sum of cash investments for an emergency, I did not need the large amount of whole life insurance I was prepared to buy. I insisted on trying to buy $500,000 worth, and she insisted that not only did I not need it, but that she was not willing to sell it to me until she felt I did. At first I was very put off by this, but later on, it occurred to me how much money in commission and residuals she was throwing away, and I gained a tremendous amount of trust in her judgment and advice. Because of that one decision, she made not to close the deal with me, she was able to develop a referral source that fed her deal after deal for many years. Even more important to remember is that I myself was also a referral, meaning she was getting referrals from referrals from referrals.


This kind of goodwill and reputation cannot be created by a corporate marketing department implementing a good ad campaign. It can only be developed over time by consistently doing the right thing for every single customer. If you are inspired to always do the right thing for your clients and provide legendary customer service, you will set yourself apart from your peers, and people will remember you and your business. More importantly, they will feel comfortable sending you referral after referral.


I have seen many salespeople in my day, some of whom made more money than me. However, I have always felt comfortable and happy to see my clients in the grocery store or at a ball game because I know in my heart I did a good thing selling to them. A wise business partner once told me “Brad, are you doing something for the customer or to them?” If your answer is “to them” you should immediately reevaluate and change your position… Unless you intend on being one of the people who jump from job to job constantly hunting for the BIG commission job, and hiding from your former clients in public.

The Personal Blog of Brad Trnavsky

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