Most of the sales people are familiar with concept of a sales presentation, ‘telling the features’ and ‘selling the benefits’. The selling secrets start with understanding the difference between the ‘ordinary benefits’ and the ‘distinguished benefits’.
The following examples will provide basic understanding of the benefits.
In selling a luxury goods, the motivation or the distinguished benefits behind the decision to purchase is ‘the product will provide socioeconomic differentiation’.
In selling a technological product, the hidden motivation which the sales people use to make the user or purchaser become an ‘extraordinary expert’ from using distinguished benefits of their products.
Please elaborate more about this idea.
Selling Benefits Explained
The idea of distinguishing between “ordinary benefits” and “distinguished benefits” taps into a more nuanced approach in sales, aiming to connect with the deeper motivations behind why customers purchase products. It’s a key secret in effective selling because it aligns the value of a product not just with functional benefits but also with the buyer’s emotional and aspirational needs. Let’s explore how this works in more detail.
1. Ordinary Benefits vs. Distinguished Benefits
• Ordinary Benefits are the standard, functional advantages a product offers, like durability, ease of use, or cost-effectiveness. While these are important and appeal to practical needs, they don’t necessarily differentiate a product in a crowded marketplace.
• Distinguished Benefits go beyond the functional aspects to fulfill deeper psychological or aspirational needs. These benefits connect emotionally with buyers, helping them to envision how the product enhances their identity, status, or expertise.
2. Luxury Goods and Socioeconomic Differentiation
• In the luxury market, customers aren’t just buying a product; they’re buying an experience, a lifestyle, or a status symbol. Here, the distinguished benefit might be the sense of exclusivity and the prestige associated with ownership. A luxury watch, for example, is more than just a timepiece—it signifies a higher socioeconomic standing and may represent an aspirational lifestyle.
• Salespeople can emphasize these benefits by subtly highlighting the uniqueness of the product and how it can provide the buyer with a sense of distinction. The message is not just about the product itself but about the social impact of owning it.
3. Technological Products and Expertise
• In the tech sector, buyers are often motivated by a desire to become knowledgeable or gain an edge in a specific domain. Distinguished benefits, in this case, might be the product’s potential to make the user feel like an “extraordinary expert.”
• For instance, a sophisticated software tool for data analysis isn’t merely a tool; it becomes a gateway for the user to master advanced skills and outperform competitors. Here, salespeople can emphasize how using the product elevates the buyer’s expertise, enabling them to achieve results they couldn’t with a basic or competitor product.
4. Activating Motivations with Distinguished Benefits
• Salespeople can effectively leverage distinguished benefits by asking questions and listening carefully to understand what’s driving the buyer’s purchase decision. Tailoring the pitch to highlight benefits that resonate with their deeper motivations (like prestige or expertise) can create a stronger connection and make the product more desirable.
• In presenting these benefits, language plays a big role. Sales presentations that connect the product with these higher aspirations—whether that’s through specific stories, imagery, or even just tone—are more likely to make the buyer feel that the product aligns with their values and goals.
By focusing on distinguished benefits, salespeople can help customers see the unique ways a product can enhance their lives, identities, or careers. This approach moves beyond simply “selling the features” and “selling the benefits” to selling an experience or a transformation, which can be the key to closing the sale.
This blog is adapted from a video on the YouTube channel, AI Paths,