BENEFITS OVER FEATURES

strong value proposition should be benefits focused more so than features driven.


Just like the primer before a coat of paint, features are only your first coat  - they make everything else stronger, smoother and let the color pop. After you share the Features, immediately get into the benefits because like your color coat, that’s what people are paying for!

GET TO THE THIRD LEVEL

  • Level 1 - The Feature: The car is electric.
  • Level 2 - The Benefit: Saves money on gas.
  • Level 3 - The Emotional Benefit:  Over the course of 10 years, your average savings will be about 25,000 that you can put away towards a college or retirement savings account.

To get to the emotional benefit, think of the big picture and make it personal. Why does this matter to the client? Go deeper… why does this matter for their customers!

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Bonus tips

Every time you’re on camera, you’re getting stronger and stronger. You gotta put in the reps, you gotta put in the work. Each time you’re getting more and more comfortable. Big pitch coming up? Don’t practice in front of the mirror; practice in front of the camera. The camera is always the best coach. You’re always learning things from the camera. Always train yourself to see the positives first!

Bill Hoogterp discusses why we are critical of ourselves.


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