One of the most common mistakes new salespeople make is focusing too much on features. They list technical details, specifications, or functions, hoping to impress the client. The trouble is, most clients do not care about features. What they really want to know is: “How will this help me?”

Features Explained
A feature is what your product or service is or does. For example:
- “Our digital adverts can reach 100,000 users per month.”
- “This platform includes advanced targeting options.”
Features are factual, but on their own, they rarely motivate a client to buy.
Benefits Explained
A benefit is what the client gets out of it. It is the result or solution that the feature provides. For example:
- “Your business will be seen by more potential customers every day.”
- “You can spend less time guessing who to reach, and more time talking to real buyers.”
Benefits answer the client’s favourite question: “What’s in it for me?”
Why the Difference Matters
Clients don’t want a list of features. They want to know how your solution will:
- Save them time
- Save them money
- Make them money
- Reduce their stress
- Help them achieve their goals
By translating features into benefits, you shift the focus from your product to their needs.
Turning Features into Benefits
Here’s a simple formula:
Feature → So what? → Benefit
Example:
- Feature: “This advert is mobile-optimised.”
- So what? “Your customers will see it on their phones.”
- Benefit: “Your brand is visible wherever your customers are, increasing daily engagement.”
The Takeaway
Features describe. Benefits sell.
If you want to connect with clients, don’t just tell them what your product does — show them how it makes their life better.