How is a feature different from a benefit in selling?

A feature is defined as a characteristic or attribute of a product, such as its size, technology, or materials used, while a benefit explains how that feature provides value to the customer by addressing their specific needs or problems. For example, if a product has a feature like being waterproof, the benefit would be that it keeps the user’s belongings dry, which is particularly valuable for someone who engages in outdoor activities.

This distinction is critical in the selling process because customers often make decisions based on how a product can improve their situation or solve their issues, rather than just on the technical specifications of the product itself. Understanding this difference allows sales professionals to better communicate with potential clients, highlighting how features translate into tangible benefits that resonate with their needs and desires. This approach is essential in consultative selling, where the focus is on creating a dialogue that uncovers customer requirements and demonstrates how a product can fulfill those needs.