June  2005      Vol. 14, No. 6  REAP HOME PAGE  A publication of the Center for Rural Affairs    
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15 Benefits Customers Buy

It’s no secret that customers don’t buy features, they buy benefits. People don’t buy your product or service for what it is ... they really buy it for what it does specifically for them.

We need to keep in mind our customers’ perspective – their wants, desires, needs – rather than what we think they should want or what we think is neat about our service or product. Think carefully about your customers’ desire for “what’s in it for them.”

Here are some benefits that may be benefits your customers want to buy:

  1. Style
  2. Value
  3. Beauty
  4. Comfort
  5. Savings (both time and money!)
  6. Convenience
  7. Prestige
  8. Security
  9. Recognition
  10. Peace of Mind
  11. Knowledge
  12. Health
  13. Profits
  14. Personal Growth
  15. Solutions

How does your product or service offer these benefits? Be ready to share that with your prospects!


Source: Janet Drez, A Perfect Solution, www.aperfectsolution.com, April 7, 2005.
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