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  • Writer's pictureThink Straighter


Updated: Mar 25, 2023

When it comes to selling a product or service, it's essential to understand the distinction between features and benefits. Features are the characteristics of a product, while benefits are the advantages that the product provides to the customer. And as a potential customer, you're always asking the question, "What's in it for me?" In this blog, we'll delve deeper into the concept of features and benefits and how they relate to the customer's perspective.

Features: What is the product?

Features are the attributes of a product that make it unique. They are the physical and technical aspects of the product that define its capabilities. For example, a laptop's features might include its size, weight, processing speed, and storage capacity. A car's features might include its engine size, horsepower, and safety features. A smartphone's features might include its screen size, camera quality, and battery life.

Benefits: What does the product do for me?

Benefits are the positive outcomes that a product provides to the customer. They are the reasons why someone might choose to buy a particular product over another. Benefits speak directly to the customer's needs, wants, and desires. For example, a laptop's benefits might include its portability, efficiency, and ease of use. A car's benefits might include its reliability, safety, and comfort. A smartphone's benefits might include its ability to keep you connected, organized, and entertained.

What's in it for me? Why should I buy this product?

As a customer, you're always looking for products that will solve your problems or meet your needs. So when you're presented with a product, you want to know how it will benefit you specifically. You're asking the question, "What's in it for me?" And that's where the concept of WIIFM comes into play.

WIIFM stands for "What's In It For Me." It's a way of looking at products from the customer's perspective. When you're describing a product, it's important to focus on the benefits and how they relate to the customer. For example, if you're selling a laptop, you might focus on its portability and efficiency, and how it can help you get more done on-the-go. If you're selling a car, you might focus on its reliability and safety, and how it can give you peace of mind on the road.

In conclusion, understanding the difference between features and benefits is crucial when selling a product. Features describe what the product is, while benefits describe what it does for the customer. And as a customer, you're always asking, "What's in it for me?" When describing a product, focus on the benefits and how they relate to the customer's needs and desires. By doing so, you'll be able to make a more compelling case for why someone should buy your product over another.


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