Over the years a major tip to effective communication is the difference between a feature and a benefit.
I recently found a great definition which explains it perfectly. It follows: a feature is what something is and a benefit is what something does. A feature is a thing; a benefit is a solution to problem or the fulfillment of a desire.
As a great friend of mine, David Peri, says, we only buy two things, fun and a solution to a problem.
When working on a presentation or practicing your scripts and dialogues, work on communicating effectively the benefits of your product/service not the features. You will sell more.
Reg Gupton
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