Is Your Marketing Material Feature-Focused or Benefits-Focused?
The first part of this series showed you how to categorize your sales people. Now you will learn how to categorize your products in order to learn which type of strategy is best for creating alignment within your organization.
Your salespeople probably use marketing materials to help shape their conversations with prospects. Product marketing is product-focused and fairly technical in the way it describes your offering. Most “sales training” is really product training, so it shouldn’t come as a great surprise that most salespeople are trained to be features-focused, and not benefits focused.
Prospects, on the other hand, want to know how your product will serve his/her needs.
Take a look at your website and marketing collateral. Do your descriptions show how your product or service will benefit your customer — achieve a goal, solve a problem, or satisfy a need? Or do they instead highlight features you’re most proud of? A prospect should be able to quickly understand how your product will help her address her needs. A list of features won’t do that.
What do you think? How can you make your product focus more on the benefit it provides, rather than simply the features it comes with? Is it possible to focus on this for all products? In our next post, you will learn how to use these exercises to train your people to align with your prospects, and increase your sales.