When your prospective customers want something, they're not requesting a feature. They're not very interested in the POS system that makes ordering online possible or that you put your staff through a certification process. Instead, customers want to order something fast and easily from your website. Customers also like hearing that the training your team went through avoids problems down the line.

This is the discussion between features and benefits. Features are a tool or parts of a product. Benefits are how products will affect the customer's life once purchased. In short, benefits can be considered promises to the customer: "We promise you'll drive away in a new car within hours of walking in," or "We promise a relaxing vacation where you can read the book you've been meaning to finish."

In contrast, consider how these customers would feel if they couldn't order online or had a bad vacation. It would be frustrating to try and order something but not be able to get through. And no one wants to take a stressful vacation that feels like work, either. These are real pain points customers are worried about--pain points that touch a customer's uncomfortable emotions (like anger, frustration, sadness, tiredness, disappointment, etc.).

So, say you can deliver on the promises you're making, that you can improve the life of your customer. In that case, customers will be happy to spend their money to see your product or service. By touching on a pain point of theirs and promising to avoid these pain points, customers know that you understand them. Which, in turn, builds credibility, trust, and curiosity.

With all of this in mind, mention details about your products a little less. Instead, tell them how much money they'll save, how much more profit they'll gain, or the headaches you can save them later. You can soon associate your company with these benefits. And, whenever a customer feels like they're wasting money or a competitor fails to deliver on their promise, you'll be the first to come to mind for fulfilling their needs.

Call me today so we can discuss and share how your company improves your customers' lives.