Emphasizing the benefits of your product or service rather than just the features. Sure and it costs more. However, if you add that the power steering makes it easier to get in and out of tight parking spaces, then I understand how it can benefit me and the power steering feature goes from an expensive luxury to something I cant live without. If you want to increase your business and, consequently your income, it is necessary to learn benefit selling. Benefit selling is simply taking all of those wonderful facts about your product, service, or company and translating them into their respective benefits to your customer.
People buy benefits and solutions.
They do not buy features. In the example above, having the latest computer equipment, while an interesting fact, is much more pertinent if restated as a benefit. Ms. Jones, our company has all the latest computer equipment. This will give us the capability to design an attractive logo in the shortest amount of time and save you money. This last statement takes the benefit a step further and translates it into a personal benefit for your customer.