The best way to distinguish between features and benefits

Features are simply properties of the product or service, whereas benefits are the advantages, the returns that the customer could obtain from those features. In short, a benefit is an outcoming return, an advantage that results from the feature – the property itself. Here is an example from the service sector:

Product: Credit card. Newly added feature: Doubling your credit limit and upgrading your card from “Gold” to “Platinum”. Benefits: The ability to buy more freely at home and abroad while using a high prestige “Platinum” credit card that presents your success and makes you feel good while, for example, paying the bill at the restaurant table.

Another example from the tangible product sector:

Product: Car. Feature: Mirrors with BSD system. Benefits: covering your blind spot, preventing accidents and saving lives and property.

The tricky bit here is that quite a number of salespeople tend to mention the features alone or separate them from their benefits. It should not be done that way. The best way is to announce each product feature alongside its benefits; it doubles the impact on the customer. For more information, visit Jon Ane, The Rosetta Stone of Strategy.

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