Understanding the difference between features VS benefits
Lesson 9 from: Sales Mastery Bootcamp for Freelancers: Sell More ServicesScott Lancaster
Understanding the difference between features VS benefits
Lesson 9 from: Sales Mastery Bootcamp for Freelancers: Sell More ServicesScott Lancaster
Lesson Info
9. Understanding the difference between features VS benefits
Lessons
Getting over the fear of rejection
04:23 2Why you should leave a Zoom call after 3 minutes
04:24 3How to never chase clients ever again
04:13 4How not to feel nervous on sales calls
05:23 5How to not take it personal
05:46 6Slow & Steady vs Fast & Many
06:11 7The importance of being accountable
04:12 8The importance of being invested and excited
04:56Understanding the difference between features VS benefits
04:48 10Assignment - Mindset & Motivation segment
02:39 11Helpful Doctor Approach
03:58 12Breathing method for better sales calls
02:40 13Managing your clients’ expectations
07:41 14How to smartly discover your clients’ budget
05:29 15How to come across as more confident
09:18 16How to improve your pacing
04:19 17How to structure a sales call
09:28 18Ghost Opening Method
04:18 19High converting sales funnel
09:17 20Shock Method
04:41 21The Halo Effect
03:04 22Organizing portfolio to win more clients
03:23 23Build trust using science
02:42 24Showing calendar during call
03:57 25Building unbreakable rapport
04:33 26Sharing relevant stories
02:44 27Using numbers to make prices make sense
03:21 28Using urgency and scarcity
04:38 29The parrot and captain technique
03:31 30Using FOMO
02:51 31The power of mirroring
04:38 32Always put your clients’ needs first
03:34 33Assignment for sales techniques
01:53 34The one who cares least wins
03:27 35How to price your services
06:38 36Handling clients who are bullying you
04:11 37Connecting with clients’ dreams
04:07 38How to use trial closes and assumptive selling
03:17 39How to overcome challenging objections
08:20 40When to mention pricing
03:59 41Assignment for negotiation techniques
01:22 42How to get video testimonials for your website
03:53 43Setting up automated Calendly meetings
02:35 44How to strategically improve your website using Hotjar
02:23 45How to get more clients
05:02 46How to get clients to pay more
04:34 47Do you need to be liked as a salesperson?
02:56 483 reasons why freelancers lose sales
05:27 49What makes a good vs bad salesperson
02:44 50How many options should you give clients?
01:32 51How to know when a client just wants a discount
02:40 52How to know when a client is interested in your service
02:00 53When a client doesn't reply
03:28 54How to practice your sales techniques
03:04 55How to ask high-quality questions
02:48 56Which social media platform is best for getting clients
03:54 57Which social proof is best for winning new clients
03:27 58How I sold a 10k website with one single email
02:58 59How to manage prospects and follow-ups
04:14 60What to do when you screw up on a project
02:38 61How to handle a client who wants a refund
04:10 62When a client wants lots of revisions
03:32 63How to spot a nightmare client
02:17 64How long should you small talk?
01:07 65Should you spend time creating proposals?
01:35 66How to get a sale without being too pushy
01:22 67What to do when a client says you are too expensive
03:46 68Assignment - common questions
01:32 69Realizing who your most valuable customer is
03:32 70How to use discounts to charge more
01:53 71Price anchoring technique
02:43 72Creating product flow and product expansion
02:34 73How to win client loyalty for the long term
01:09 74Last assignment project
04:14Lesson Info
Understanding the difference between features VS benefits
So if you want to get better at selling, you need to understand the difference between features and benefits. Now, in this lesson, I'm going to show you the difference between the two and then I'm going to share some real life examples that I personally use every single day within my agency. So what are the main differences between features and benefits? And why does it matter? A feature is a specific attribute or characteristic about a product or a service? These are usually factual and tangible elements for the product or service that you can touch, feel and see. However benefits on the other hand, are a little bit different. So benefits are the positive advantages or outcomes that the customer can enjoy through that particular feature. Whereas features focus on the product benefits, focus on the customer and fulfilling the customer's needs. For example, if we take these headphones, you can see that they have a mesh feature at the top of the rim. Now, this is a feature, but what is t...
he benefit of this particular feature? Well, it's extremely comfortable and you can wear them for a long time. That's an incredible benefit. Now, another feature is the fact that you can remove the earpieces to wash them. So that is a feature. What is the benefit of that? Well, when I use these at the gym, I can pop these off and then put them in the washing machine without damaging my headphones. Therefore, the benefit is I have constantly fresh head phones at all times that don't stink. Ok. So now we understand the difference between features and benefits. Now let's look at a couple of real life examples from the freelancing world. So because you're going to be selling services, I want to make sure that we switch things up and speak in a context where it can be related to the services that you're going to be providing. So let's pretend that you are offering a service like website design. Ok? So a feature of a properly designed website could be responsive design, which basically means that the website looks great on desktop, laptop tablet and also mobile phone. Now, the responsive design is the feature. But what do you think the benefit could be? Ok. So let's take a step back and think about what positive outcome or advantage having a responsive website design could have for the client's business that you're working with. Well, first and foremost, the user is going to have a much better experience no matter what device they are browsing the website on, this is going to make the brand or the business look more credible and trustworthy. And it's also going to be more likely that website, visitor converts into either a subscription or a paying customer. So, can you see there how we took the benefit of responsive design, which is kind of a very mundane thing and we turned into something interesting and more desirable for the client that you're working with. Let's do one more example just to drive the message home before summarizing everything nice and simply, so let's say that a feature of the website is going to be that it's going to be fast loading, it's going to load super quick. Now, that's a feature. But what could the benefits be? Well, when a website loads faster, Google likes that and Google is going to shoot you up the rankings when it comes to Google search faster if your website loads quickly and provides a great user experience, which leads us on to the next benefit of having a fast loading website, which is better user experience. So you all know that when we try to load a website, if the website doesn't load quickly, we very quickly lose patience and we just end up leaving. Ultimately, website visitors do not like wasting their time. So basically, by having a fast learning website, Google is going to look at your website more favorably from an standpoint and the users that actually visit your website are going to be less fatigued and they're going to have a better user experience, which ultimately is going to help you to drive more sales or essentially reach your objectives on your website, which ultimately is going to mean more happy users on your client's website. So now we know the clear differences between features and benefits. How can you personally begin to think about the benefit that the features of your service can provide? The best thing to do is to think about a feature and then essentially take a step back and think really hard about the challenge that your client is facing, that this feature could help. And also how is this particular feature going to positively impact your client specifically? If you follow those two steps, you're going to be able to you take any feature that you can offer, which is different to the rest of the market and you're going to be able to make that feature far more desirable to a client simply by highlighting the benefits that that particular feature can provide. Anyway, I really hope that this lesson was valuable and I'm really looking forward to seeing you in the next one. So I will see you very soon.