Features and benefits. How often have we heard these terms, and how many times are they listed together? I catch myself using these terms together and correct myself in most cases, but I think it's essential to differentiate between them. They are different.
Feature-All products have features. A feature is a property or characteristic of a product. For example, it can be the product's functionality, performance, differences from competition, or one of several different properties. Features are essential as they provide relevant information about a product and provide the client with a level of comfort. It's what a product does or the use it has.
Benefit-Would a feature be considered a benefit? That depends. Does the feature (or features) compel the specifier to specify the product? Is there any value at all to the specifier or owner? Does it fill a need? Is it better than a competitor? Is it priced better? If so, any of these can be considered a benefit, but they must decide for themselves.
Don't give just features and benefits, and expect the specification writer to buy into what you say. They need to determine if a product's features will be a benefit. Some people may disagree with me, but if two individuals look at product features, one may see that feature as a benefit, and the other may not. For it to be a benefit, there must be perceived value for a customer.
If not, there is no desire to purchase. The same goes for the specifier. Are the features of the product they are going to specify providing value? If so, they can be considered benefits. To illustrate this point further, let me share a story a colleague told me years ago. This anecdote offers a clear perspective on how the distinction between features and benefits can play out in real-life situations.
He was car shopping with his teenage daughter, and the salesperson listed all the car's features and benefits: power steering, six-speaker stereo, CD player (yes, I said years ago), reclining bucket seats ... At this last point, he suddenly stopped the salesperson in his tracks. When asked why, he responded, ''As I'm shopping for my teenage daughter, I see the reclining seats as a feature and certainly not a benefit."
lam CSC.
