While co-facilitating a focus group, one of the members of an association I work with started to verbally list the “value” that association provides. He mentioned the magazine, the research papers, and the conferences then before he said one more thing…I had to stop him and everyone in the room.

I have been attending and leading sessions at this conference for three years and no matter how many times I say it, people still are confusing benefits and features when discussing the value proposition that the organization offers.

The story I told to the group I was leading was shared with me by my mentor Craig Valentine (affiliate link). He told a story about going to a car dealership and being told about the safety features, the engine specifications, and the interior options. He wasn’t sold on the features description, so he went to another dealership.

This dealer looked at him; put his had on the car, and said in this car you will be a chick magnet.

SOLD!

So what was it about the second dealer that allowed a buying decision to happen? The second dealer described the benefits of the car and not the features. He allowed the buyer to perceive the value of the car as a chick magnet and not as a list of fungible features that any car could possess.

Describing the benefits that add value to your customers is still something that many of us do not do. I even catch myself doing it from time to time. It happens, but you can change.

When facing a sales decision, you have to put yourself in the shoes of your customers. Think about what they want from your product. If you are into personal training, then a benefit of value is having the body you have always dreamed of in time for swimsuit season. If you are a time management coach, then having the time to enjoy life again is a tangible value to your service.

So what are the benefits of your products or services that add value to your customers?

Also, how do you know? Have they told you or are you just hoping that it is the case?

Let me know in the comments. I am curious.

If you liked this post, then you should also check out:

1. Is This How a Business Helps Their Community?
2. You Will Fail if You Are Not Passionate About Your Business
3. How Not to Do Free Content
4. How to make your speaking, e-mail marketing, and blogging more effective.
5. That is Not How This Business Works