How to Effectively Use Features and Benefits in Home Improvement Sales
Prefer To Watch: Here’s The Video
TLDR;
Sell benefits, not features. Always show what it means for the customer.
Emotions drive buying. Focus on comfort, security, pride, and savings.
Bridge the gap. Use “what this means to you…” to link features to benefits.
How to Use Features and Benefits to Sell More Effectively
Why Features Alone Don’t Sell
It's really important that you understand and know how to use features and benefits when selling. Most companies teach you to explain what the features are of what you’re selling, but then leave it up to the customer to figure out the benefit. It’s up to you to tie the benefits of that feature to what’s important to the customer. Features are what it is, and benefits are what it means to the customer. More importantly, features don't sell, but benefits do. Nobody is really buying the ¼ drill; they want the ¼ inch hole. They want the nicer hole, not the drill.
Always Answer the Question: “What’s in It for Me?”
Look at it this way … every time you say something, the customer's only thinking one thing: “what's in it for me,” and if you don't have anything that's in it for them in their mind, it's wasting their time and it also causes them to lose interest in your sales presentation. Benefits are what’s in it for them. This doesn’t only apply to features and benefits, but as a general rule when selling. If the customer can’t see how what you say means something to them, then they don’t care what you say. Showing how a feature benefits them will keep the customer interested and engaged in that feature. If you don’t, they will start to get bored and disconnect.
Tie Everyday Statements Back to the Customer
For example, do you really think they care how much you like working for your company or that your company just got a brand new computer system? They would if you told them the benefit of why you like working for your company, because of how well they take care of the customer, and how much satisfaction you get seeing customers improve the quality of their life with their new bathroom or floors. Or how the new computer system means that your install process and follow-up is so much smoother, and how it doesn’t matter who you talk to when you call because we have a record of every phone call up to that point, so you don’t have to repeat yourself. So if you can tie every feature or statement you make into what it means or how it benefits the customer, they will be much more involved in what you're saying, and you won’t annoy them.
Turning Features Into Customer Benefits
The feature may be that you're getting a new humidifier, but the benefit is it's gonna be so much more comfortable here in the wintertime, so instead of feeling dry, everything will feel more comfortable. Also, you can lower your thermostat because when it's more humid, it feels warmer than it normally is, and every degree you lower your thermostat will lower your energy bill by 5%. Your body and wallet will both feel nice.
Use Emotional Language to Explain Value
Another way of looking at it is that features tend to be logical, such as fuse welded corners on a window, a variable speed furnace, or thermal foil doors for refacing, but the benefits or what it means to them if done right tends to be more emotional… For example…We use fuse-welded corners on our windows, which means that instead of being mechanically fastened like cheap windows, we actually weld the corners together. What this means to you is that they will never come apart or leak at the seams, and one of the reasons why we can give this window a lifetime warranty. That means you have the peace of mind that these will be the last windows you ever have to put in this house. Or…The variable speed furnace runs all the time at different speeds. What this means to you is that it will not only help cut down on your fuel costs, but your home will feel much cozier with fewer cold spots and will be a lot more comfortable in the winter. Almost like being in a warm, cozy cocoon. Or…we use a thermofoil-covered door. The thermofoil doors mean it's very easy to clean and will look new and never fade as long as you live here.
Emotions Drive Buying Decisions
When you're selling, the logic builds the value, but the emotions are what make them buy. By talking about all the features, it sounds like a lot and builds the value for you to make the sale now. It’s logical.
Use “What This Means to You” as a Bridge
But remember, buying is an emotional decision, not a logical one. They won't remember most of the features two weeks after you leave, but the benefits they'll remember forever, such as it has a lifetime warranty, the floors require no maintenance, and we'll cut down your gas and electricity by 25%. The easiest way for me to use features and benefits is when I explain a feature, I always follow up with “and what this means to you is………” So when you explain a feature that way, you are always tying it into the benefit.
Emotional Benefits Are the Most Effective
Because buying is an emotional decision, the best benefits you can use are the emotional benefits. For example, we have night latches on your new windows. What that means to you is that you can have the comfort of fresh air blowing in while you sleep in the summer, but also the peace of mind that you are safe and nobody can lift it up and come in while you are sleeping. Or…these kitchen cabinets have soft-close hinges. What that means to you is that you won’t be annoyed as you are now with your kids always leaving the cabinet doors open. Also, you won’t hear the doors slam when they close them. It’s even more effective if you focus on features and benefits that were hot buttons or specific problems the customer told you in the needs analysis. Remember, earlier you told me that you hated cleaning the grout on your bathroom walls? Well, with an acrylic wall system, you have the look of tile, but you never have to worry about mold or cleaning the grout again. How would that feel?
Again, the best benefits you can use are emotional ones. Security, peace of mind, comfort, pride of ownership when your friends see your new bathroom. Even if it seems more logical, like saving money, you can make it emotional. How would you feel if you saved another 25% off your gas and electric bills? It would feel fantastic!
Use the Word “Feel” to Tap Into Emotions
I like to use the word feel to get powerful emotional benefits. For example. So by refacing your kitchen with these white thermofoil doors, we can make your whole kitchen white like you wanted. How do you think you’d feel going to white after living with this dark kitchen for so long? Another example, the roof may have a lifetime warranty, but the emotional benefit is that what this means to you is that you'll never have to worry about this roof again for as long as you live here. How would you feel knowing this is the last time you ever have to redo this floor?
Final Thoughts
Here's another example. Learning how to use features and benefits is an important part of the sales process. And what that means to you is that if you do, you will make more sales.
If you like posts like this, take a look at this article about Asking for the Order, or any of these articles on Closing Home Improvement Sales.
Happy Selling! 😊
