Marketing: Sell the Benefits Not the Product

No one ever buys a product or service from anyone—people only buy benefits.

The product or service is just the vehicle for delivering the benefit.

The customer at a hot dog stand? He’s buying a culinary experience, a satiation of hunger pangs, a happy feeling, a nostalgic trip to a simpler time, and a host of other benefits—not just a hot dog.

Customers have only one question: “What is in it for me?” So you need to think of your company first in terms of the target customer benefits you are selling—and then you can speak the language your customer wants to hear.

• Benefits can take a variety of forms.

For many items, the benefit is that consumers feel they look better by using the product. Cosmetics of all types are typical examples. Or consumers may be motivated by the health benefit—as seen in the whole organic products craze. Very often it is the consumer’s own perceived image that is the benefit: Sports cars and clothes are typical of the enhanced image benefit.

A new roof is purchased to gain the benefit of not having the rain pouring into the house. Security systems offer the benefit of peace of mind. Home décor items make the house look better. Financial products have the benefit of creating financial security. Or the benefit can be peace of mind through a longer warranty.

Businesses are usually seeking the benefit of increased profits. Can your service provide a cost reduction, a reduction of labor, an improvement in customer satisfaction, faster delivery, an increase in sales?

You need look no further than Disney and Nordstrom to find examples of companies that focus on customer benefits. Disney sells the benefit of an escape to the happiest place on earth. Their employees are cast members whose sole objective is the happiness of their guests. Nordstrom’s benefit is that they will do whatever makes the customer delighted, not just satisfied, with the Nordstrom’s
experience.

Read ads, watch commercials and watch infomercials and you will quickly see that they sell the benefits not the product.

Now look at your product and company in the context of a total buy decision. That means not only the product itself but also the company reputation, your guarantee, price, payment process, customer service, amenities, etc.—in short, everything that might possibly influence the customer’s decision to buy. List all of the benefits you offer, and the product feature that delivers that benefit.

One way to look at it is:

What can I do to make customers delighted to buy from me? Not just satisfied, not just happy, but absolutely delighted with you so that they want to tell their friends about the wonderful experience they had in dealing with you? When they get a benefit beyond their expectations, they want to tell others.

• The result is the most effective advertising you can get at the lowest price.

When customers benefit from a relationship with you, you benefit from their buying and advertising power.

—This blog post was written by Bruce Schoenegge

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