Here’s my definition:

“A feature is a fact or figure related to your product or service.”

Features are neither good or bad.  A sales person has to live with and use the features that their product or service has, and features provide the starting point for  sales presentations.

Features are neutral.  Sales people are often taught the unique selling points of their products.  Once they have learnt the Unique Selling Points of their products they tend to repeat them relentlessly during every sales meeting, call or presentation that they are involved in.  “USP’s” are often referred to in reverential terms, as if they are some sort of magic key that once learnt will help achieve sales without any effort at all!  They are not; USP’s are merely features, the fact that they are unique to the product is rarely a decisive factor.  If a USP is totally irrelevant and unconnected to the client’s needs, then they hold little value and can even be viewed in a negative light.  However, it is true to say that in a competitive pitch, when many aspects of the competing products are equal, something unique could tip the balance.

I believe that sales people need to use the basics better.  Turning features into benefits is a vital skill for sales people.  I find that experienced sales people tell me all about their products and services.  They tell me all how fast their product is, how established their company is, how many people read it, how much it weighs, how unique its design is etc etc.  All are true and are features, but won’t sell much on their own.   What we need to know, as buyers, is what will all the features actually do to help us?  What is the value of the feature to me? The sales person should not leave features up in the air for the client to decide whether they are good or bad.  It can be unique, incredible and amazing but if it doesn’t help me, I probably won’t want it.

When selling in challenging environments it is vital to think about how to turn your features into something of benefit to the buyer.  Too many sales people churn out a limited list of features that they believe to be “good” and indeed are sometimes unique.  The problem is that it is not about whether the sales person thinks their product is good, or even unique; they have to link to the clients needs.  I encourage sales people to think of as many features of their products/services as they can.  I am amazed that often their list stops at about number six.  If they are using approximately six features when trying to sell to a potential client they are unlikely to be matching all their needs.  They are gambling that their choice of features are relevant to the clients needs.

Explain what the feature does and how it will be of specific benefit to the client.  Try using the phrase “which means that.”  By adding this phrase to any given feature you are linking it to the client’s needs.  If you can’t think of what the feature means to the client, you probably shouldn’t be using it.  It is all about creating an imaginative but relevant sales presentation, one that is carefully put together to help the client recognise why money spent on your particular product or service will help them achieve their aims, overcome problems or beat their competition, all of which are worth spending money on.