| Do you know how to define the key words in the | | | | Benefits are about how people feel about the |
| buying selling process. If you are using relationship | | | | advantages delivered through the features of |
| selling, you should know what these words means | | | | your products and services. A benefit to that solid |
| in general and what they mean specifically to your | | | | granite counter is that the potential homeowner |
| products and services. | | | | feels a certain "richness" from that countertop. |
| I am continually surprised by those in sales be | | | | For the anti-theft remote keyless entry, the |
| them real estate agents, new car salesmen or | | | | potential car owner may feel safer and more |
| new car saleswomen, insurance agents, financial | | | | secure. |
| advisors, small business owners or sales | | | | Finally, results are the direct outcomes from the |
| professionals who do not know the definition of | | | | benefits, advantages and features. Many in |
| these key words: | | | | marketing stop at the benefits, but people truly |
| - Features | | | | buy results more than they buy benefits. Results |
| - Advantages | | | | from the granite countertop might be not having |
| - Benefits | | | | to spend remodeling dollars on replacing the |
| - Results | | | | countertop. For the car buyer, the result could be |
| Features are the specific characteristics or | | | | lower insurance rates because less cars are being |
| attributes of your products or services. If you sell | | | | stolen. |
| real estate, a feature may be upgraded granite or | | | | When you take the time to define these four |
| solid surface counter tops in the kitchen. If you | | | | words and can quickly define them respective to |
| sell new cars, a feature may be anti-theft remote | | | | your products and services, you will be ahead of |
| keyless entry system. | | | | the pack. |
| Advantages address what all of those | | | | P.S. Who would you rather buy from |
| characteristics or attributes do. By having an | | | | - Business coach who makes you feel good about |
| upgraded counter top, one advantage might be | | | | your brand or business? |
| easily clean up. For the remote keyless entry, an | | | | - Business coach who helps to double your results |
| advantage might be hands free when opening up | | | | in 30 to 90 days? |
| the car door. | | | | |