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| | The Marketing, Channels/Partnership & Sales Execs Network is not currently active and cannot accept new posts | | re: re: re: re: They don't buy benefits , they buy ... re: re: What do people buy? - Marketing Ti | Views: 1022 | | Dec 06, 2004 7:56 pm | | re: re: re: re: They don't buy benefits , they buy ... re: re: What do people buy? - Marketing Ti | # | 
Nancy Fraser | | Dear Jim,
I don't really understand what you are trying to say. People do buy based on benefits but if you identfy the benefit without consumer feedback, it is not as effective as asking the customer why they buy and marketing to that motivation. It's always dangerous to assume. Features have never been a good way to sell a product because there is no emotional attachment to a feature.
Telling someone that a decongestant will clear their sinuses (a feature) does not clearly convey what that means to someone who has no experience with decongestants, they say "So what".If a number of buyers tell you it clears their sinuses and they feel better and can enjoy life more despite the fact that they have a cold, you then market to the customer's perceived benefit.
I agree with your statement that most businesses don't have a clearly communicated USP. Most businesses find it easy to say they are different but extremely difficult to articulate why in any meaning full way.
Nancy
Nota Bene Consulting
www.notable-marketing.com Private Reply to Nancy Fraser | | Dec 07, 2004 1:54 am | | re: re: re: re: re: They don't buy benefits , they buy ... re: re: What do people buy? - Marketin | # | 
Mark Newman | | Features and Benefits, the two oldest twins in the history of sales pitches. They are inseparable no matter what.
I once took a week-long class on selling new and used cars, and although I decided (fortunately) to just bag it, it was one of the best sales educational processes I could go through. If you can sell cars, then you can sell anything.
It included what I think was called a Six Point Presentation, where you had to take the customer around the car starting at the front right bumper and in every case showing a Feature and Benefit. The feature was the platinum-tipped spark plugs, and the benefit was never having to change them. The feature was the liner under the hood, and the benefit was inflammability in case of sparks. The feature was the ribbing over the door panels, and the benefit was guided water runoff that prevented rain from trickling onto the passenger entering the vehicle. One after another, Feature and Benefit, large or small.
They go hand-in-hand in every sales walk of life like seller and buyer. They buy features, they buy benefits.
Best,
Mark Newman
> Nancy Fraser wrote:
> Dear Jim,
>I don't really understand what you are trying to say. People do buy based on benefits but if you identfy the benefit without consumer feedback, it is not as effective as asking the customer why they buy and marketing to that motivation. It's always dangerous to assume. Features have never been a good way to sell a product because there is no emotional attachment to a feature.
>Telling someone that a decongestant will clear their sinuses (a feature) does not clearly convey what that means to someone who has no experience with decongestants, they say "So what".If a number of buyers tell you it clears their sinuses and they feel better and can enjoy life more despite the fact that they have a cold, you then market to the customer's perceived benefit.
>I agree with your statement that most businesses don't have a clearly communicated USP. Most businesses find it easy to say they are different but extremely difficult to articulate why in any meaning full way.
>
>Nancy
>Nota Bene Consulting
>www.notable-marketing.com Private Reply to Mark Newman | | Dec 07, 2004 5:24 am | | re: re: re: re: re: They don't buy benefits , they buy ... re: re: What do people buy? - Marketin | # | 
Anorag K Bhandarkar | | HI Nancy,Cijaye,JIm & all,
While going through the view point of you all, I felt I should also share my experience.
Well, when we say that FABs are important for a sale, its also the comfort of the consumer which would skew his sales decisions. Comfort could be in terms of the relations with sales personnel, how easy the product to use or operate & easily available & easy support. This would mainly feature in non FMCG products.
For example, a car X may have many features & benefits but if Car y is more comfortable to operate & Maintain, its available nearby & been supported promptly, the chances are that the buyer would respond better to Car y.
This can be demonstrated in other products & services as well.
Expect your views!!
Anorag
> Nancy Fraser wrote:
> Dear Jim,
>I don't really understand what you are trying to say. People do buy based on benefits but if you identfy the benefit without consumer feedback, it is not as effective as asking the customer why they buy and marketing to that motivation. It's always dangerous to assume. Features have never been a good way to sell a product because there is no emotional attachment to a feature.
>Telling someone that a decongestant will clear their sinuses (a feature) does not clearly convey what that means to someone who has no experience with decongestants, they say "So what".If a number of buyers tell you it clears their sinuses and they feel better and can enjoy life more despite the fact that they have a cold, you then market to the customer's perceived benefit.
>I agree with your statement that most businesses don't have a clearly communicated USP. Most businesses find it easy to say they are different but extremely difficult to articulate why in any meaning full way.
>
>Nancy
>Nota Bene Consulting
>www.notable-marketing.com Private Reply to Anorag K Bhandarkar | | Dec 07, 2004 2:24 pm | | re: re: re: re: re: re: They don't buy benefits , they buy ... re: re: What do people buy? - Mark | # |
Nancy Fraser | | Anorag,
I don't have time for a complete answer however I will give a short response.
Your assumption is based on logic being part of the purchasing process. In some cases this will be true e.g. where the purchaser is not a "car person" and is looking for transportation only.
Vehicles, being highly visible possessions that many attribute other qualities too, are often used by people to validate that they are successful, fun, sexy, wealthy etc. etc.
Also, vehicle purchases are one of the areas that consumers generally research to death prior to stepping foot on the car lot. Part of this stems from a need to try to assume control over a process they are uncomfortable participating in and have no trust that the what they are being told is the truth.
Nancy
Nota Bene Consulting
www.notable-marketing.com
> Anorag K Bhandarkar wrote:
> HI Nancy,Cijaye,JIm & all,
>
>While going through the view point of you all, I felt I should also share my experience.
>
>Well, when we say that FABs are important for a sale, its also the comfort of the consumer which would skew his sales decisions. Comfort could be in terms of the relations with sales personnel, how easy the product to use or operate & easily available & easy support. This would mainly feature in non FMCG products.
>
>For example, a car X may have many features & benefits but if Car y is more comfortable to operate & Maintain, its available nearby & been supported promptly, the chances are that the buyer would respond better to Car y.
>
>This can be demonstrated in other products & services as well.
>
>Expect your views!!
>
>Anorag
>
>> Nancy Fraser wrote:
>> Dear Jim,
>>I don't really understand what you are trying to say. People do buy based on benefits but if you identfy the benefit without consumer feedback, it is not as effective as asking the customer why they buy and marketing to that motivation. It's always dangerous to assume. Features have never been a good way to sell a product because there is no emotional attachment to a feature.
>>Telling someone that a decongestant will clear their sinuses (a feature) does not clearly convey what that means to someone who has no experience with decongestants, they say "So what".If a number of buyers tell you it clears their sinuses and they feel better and can enjoy life more despite the fact that they have a cold, you then market to the customer's perceived benefit.
>>I agree with your statement that most businesses don't have a clearly communicated USP. Most businesses find it easy to say they are different but extremely difficult to articulate why in any meaning full way.
>>
>>Nancy
>>Nota Bene Consulting
>>www.notable-marketing.com Private Reply to Nancy Fraser | | Dec 07, 2004 3:32 pm | | re: re: re: re: re: re: They don't buy benefits , they buy ... re: re: What do people buy? - Mark | # | 
Jim Masen | | Anorag,
I agree with you. In the complexity of the sales interaction, there are multiple factors such as comfort that can compliment a marketing strategy and address obstacles and challenges. For example, a car analogy, I doubt I would ever buy a new car again. The comfort I receive in a post sales enviornmnet is sub-par. I perceive most dealerships do not value their customer's time when a car is deliver for repairs. How often have you gone to an auto dealer and been "Stranded", because you could not get to your workplace or continue to use your time in an efficient manner? Herein, lies an opportunity for a clever brand manager and marketer.
However, with regards to Nancy's comment. I hope this clarifies my thoughts somewhat. There are some products which will have a "Low" or next to no emotional component. Do you buy a AA battery because of the color or because when you put it into your flashlight you receive the benefits of light? You may buy a specific brand of AA battery because comparitively it provides the benefits longer, faster, cheaper, etc. In the benefit and value examples I provided, I was attempting to show that a marketing strategy based upon benefits emphasizes a result or something tangible, while a value marketing strategy emphasized a greater psychological element. In my example for benefits, I was suggesting that I buy a decongestant because it unclogs my nose- it does what it purports to do in a tangible way not because I will feel loved by using the product. Later in my statements, I do recognize that a Value marketing strategy could be designed for a benefit or or comodity type product (e.g. got milk? or got light or think different)
What I was trying to state also in this value vs. benefits discussion are as follows:
* A marketing strategy can be designed for any product or service with a values or benefit emphasis. It should be viewed as a continuum and not one versus another.
* Some products successfully merge the benefits and values marketing strategy as Anorag and others nicely illustrate.
* Without a clearly defined USP linked to service or product delivery, no matter what you do, the success will be compromised.
* Marketing must be from a customer vantage point and not the corporate one. A psychographic perspective can aid in understanding the customer.
Jim
> Anorag K Bhandarkar wrote:
> HI Nancy,Cijaye,JIm & all,
>
>While going through the view point of you all, I felt I should also share my experience.
>
>Well, when we say that FABs are important for a sale, its also the comfort of the consumer which would skew his sales decisions. Comfort could be in terms of the relations with sales personnel, how easy the product to use or operate & easily available & easy support. This would mainly feature in non FMCG products.
>
>For example, a car X may have many features & benefits but if Car y is more comfortable to operate & Maintain, its available nearby & been supported promptly, the chances are that the buyer would respond better to Car y.
>
>This can be demonstrated in other products & services as well.
>
>Expect your views!!
>
>Anorag
>
>> Nancy Fraser wrote:
>> Dear Jim,
>>I don't really understand what you are trying to say. People do buy based on benefits but if you identfy the benefit without consumer feedback, it is not as effective as asking the customer why they buy and marketing to that motivation. It's always dangerous to assume. Features have never been a good way to sell a product because there is no emotional attachment to a feature.
>>Telling someone that a decongestant will clear their sinuses (a feature) does not clearly convey what that means to someone who has no experience with decongestants, they say "So what".If a number of buyers tell you it clears their sinuses and they feel better and can enjoy life more despite the fact that they have a cold, you then market to the customer's perceived benefit.
>>I agree with your statement that most businesses don't have a clearly communicated USP. Most businesses find it easy to say they are different but extremely difficult to articulate why in any meaning full way.
>>
>>Nancy
>>Nota Bene Consulting
>>www.notable-marketing.com Private Reply to Jim Masen | | Dec 07, 2004 7:51 pm | | re: re: re: re: re: re: They don't buy benefits , they buy ... re: re: What do people buy? - Mark | # | 
Chen Sun | | We generally SELL features and benefits, but people generally don’t BUY features and benefits.
When a person buys, it’s a very complicated process. Looking at it rationally, he should buy the highest ROI. But there are high information costs to attaining this. There are different types of buyers, and they listen to different parts of themselves. Some listen to reason, some listen to emotions, some are short on time and have lots of money, some don’t have money and have lots of time, etc. Buying is a very complicated process. So, all the below postings given for why people buy are accurate.
It’s the old story of how to sell someone a cellular phone who doesn’t really need it. Features and benefits—remote calling, convenient, etc. Why did my aunt purchase? Because her friends had one so she wanted it to look nice in her purse. Very complicated buying process. Why the $100,000 perfume? Most perfumes can be chemically synthesized, so a $100,000 perfume may be chemically identical to a $1,000 perfume (you get the idea, even though I’m not in the perfume business). But the buying process, packaging, advertising, and distribution may be worth the extra $99,900. So, again, very complicated processes.
Furthermore, as a couple of maxims goes, “Know Thyself” and “You will get what you want, but once you get it, you may decide it’s not what you want (or something like this)”. These are difficult goals. If I don’t know why I buy, will you?
Chen Sun
www.WebAndNet.com,
a Web Inventions eNterprise, WINning Solutions TM
> Anorag K Bhandarkar wrote:
> HI Nancy,Cijaye,JIm & all,
>
>While going through the view point of you all, I felt I should also share my experience.
>
>Well, when we say that FABs are important for a sale, its also the comfort of the consumer which would skew his sales decisions. Comfort could be in terms of the relations with sales personnel, how easy the product to use or operate & easily available & easy support. This would mainly feature in non FMCG products.
>
>For example, a car X may have many features & benefits but if Car y is more comfortable to operate & Maintain, its available nearby & been supported promptly, the chances are that the buyer would respond better to Car y.
>
>This can be demonstrated in other products & services as well.
>
>Expect your views!!
>
>Anorag
>
>> Nancy Fraser wrote:
>> Dear Jim,
>>I don't really understand what you are trying to say. People do buy based on benefits but if you identfy the benefit without consumer feedback, it is not as effective as asking the customer why they buy and marketing to that motivation. It's always dangerous to assume. Features have never been a good way to sell a product because there is no emotional attachment to a feature.
>>Telling someone that a decongestant will clear their sinuses (a feature) does not clearly convey what that means to someone who has no experience with decongestants, they say "So what".If a number of buyers tell you it clears their sinuses and they feel better and can enjoy life more despite the fact that they have a cold, you then market to the customer's perceived benefit.
>>I agree with your statement that most businesses don't have a clearly communicated USP. Most businesses find it easy to say they are different but extremely difficult to articulate why in any meaning full way.
>>
>>Nancy
>>Nota Bene Consulting
>>www.notable-marketing.com Private Reply to Chen Sun | | Dec 08, 2004 6:54 pm | | re: re: re: re: re: re: They don't buy benefits , they buy ... re: re: What do people buy? - Mark | # |
Mark Newman | | You're still talking about the same thing. Now the benefit to that customer is that it is more comfortable to operate and maintain, it's available nearby and has been supported promptly. So it's still just Features and Benefits.
> Anorag K Bhandarkar wrote:
> HI Nancy,Cijaye,JIm & all,
>
>While going through the view point of you all, I felt I should also share my experience.
>
>Well, when we say that FABs are important for a sale, its also the comfort of the consumer which would skew his sales decisions. Comfort could be in terms of the relations with sales personnel, how easy the product to use or operate & easily available & easy support. This would mainly feature in non FMCG products.
>
>For example, a car X may have many features & benefits but if Car y is more comfortable to operate & Maintain, its available nearby & been supported promptly, the chances are that the buyer would respond better to Car y.
>
>This can be demonstrated in other products & services as well.
>
>Expect your views!!
>
>Anorag
>
>> Nancy Fraser wrote:
>> Dear Jim,
>>I don't really understand what you are trying to say. People do buy based on benefits but if you identfy the benefit without consumer feedback, it is not as effective as asking the customer why they buy and marketing to that motivation. It's always dangerous to assume. Features have never been a good way to sell a product because there is no emotional attachment to a feature.
>>Telling someone that a decongestant will clear their sinuses (a feature) does not clearly convey what that means to someone who has no experience with decongestants, they say "So what".If a number of buyers tell you it clears their sinuses and they feel better and can enjoy life more despite the fact that they have a cold, you then market to the customer's perceived benefit.
>>I agree with your statement that most businesses don't have a clearly communicated USP. Most businesses find it easy to say they are different but extremely difficult to articulate why in any meaning full way.
>>
>>Nancy
>>Nota Bene Consulting
>>www.notable-marketing.com Private Reply to Mark Newman | | Dec 09, 2004 7:44 am | | re: re: re: re: re: re: re: They don't buy benefits , they buy ... re: re: What do people buy? - | # | 
Michael Richter | | I didn't see all of the posts but nevertheless would like to give my opiinion - that is to say what I tell my clients always:
Customers do not buy products, they buy solutions to theit problems - even: whatever the coist may vbe, as long as the soloution is perfect to 'their' problems - whether a car, a medicine, a house, an insurance or what.
As markeitng people it is our duty though to find out who and where - worldwide !! - the clients are whose problems we solve perfectly with our solutions (= products) and to make them aware that
1. we exist
2. what the solution is
3. where they can get it and
4. what kind of services (which the need !) we supply
What do you think ?
Best regards
Michael - http://www.michaelrichter-marketing.de/
++++++++++++++++++++++++++++
> Mark Newman wrote:
> You're still talking about the same thing. Now the benefit to that customer is that it is more comfortable to operate and maintain, it's available nearby and has been supported promptly. So it's still just Features and Benefits.
>
>> Anorag K Bhandarkar wrote:
>> HI Nancy,Cijaye,JIm & all,
>>
>>While going through the view point of you all, I felt I should also share my experience.
>>
>>Well, when we say that FABs are important for a sale, its also the comfort of the consumer which would skew his sales decisions. Comfort could be in terms of the relations with sales personnel, how easy the product to use or operate & easily available & easy support. This would mainly feature in non FMCG products.
>>
>>For example, a car X may have many features & benefits but if Car y is more comfortable to operate & Maintain, its available nearby & been supported promptly, the chances are that the buyer would respond better to Car y.
>>
>>This can be demonstrated in other products & services as well.
>>
>>Expect your views!!
>>
>>Anorag
>>
>>> Nancy Fraser wrote:
>>> Dear Jim,
>>>I don't really understand what you are trying to say. People do buy based on benefits but if you identfy the benefit without consumer feedback, it is not as effective as asking the customer why they buy and marketing to that motivation. It's always dangerous to assume. Features have never been a good way to sell a product because there is no emotional attachment to a feature.
>>>Telling someone that a decongestant will clear their sinuses (a feature) does not clearly convey what that means to someone who has no experience with decongestants, they say "So what".If a number of buyers tell you it clears their sinuses and they feel better and can enjoy life more despite the fact that they have a cold, you then market to the customer's perceived benefit.
>>>I agree with your statement that most businesses don't have a clearly communicated USP. Most businesses find it easy to say they are different but extremely difficult to articulate why in any meaning full way.
>>>
>>>Nancy
>>>Nota Bene Consulting
>>>www.notable-marketing.comPrivate Reply to Michael Richter | | Dec 11, 2004 4:59 pm | | re: re: re: re: re: re: re: They don't buy benefits , they buy ... re: re: What do people buy? - | # |
Chen Sun | | Why talk about selling methods before talking about buying methods? There aren't enough books that explain this. Any recommendations?
> Chen Sun wrote:
> We generally SELL features and benefits, but people generally don’t BUY features and benefits.
>
>When a person buys, it’s a very complicated process. Looking at it rationally, he should buy the highest ROI. But there are high information costs to attaining this. There are different types of buyers, and they listen to different parts of themselves. Some listen to reason, some listen to emotions, some are short on time and have lots of money, some don’t have money and have lots of time, etc. Buying is a very complicated process. So, all the below postings given for why people buy are accurate.
>
>It’s the old story of how to sell someone a cellular phone who doesn’t really need it. Features and benefits—remote calling, convenient, etc. Why did my aunt purchase? Because her friends had one so she wanted it to look nice in her purse. Very complicated buying process. Why the $100,000 perfume? Most perfumes can be chemically synthesized, so a $100,000 perfume may be chemically identical to a $1,000 perfume (you get the idea, even though I’m not in the perfume business). But the buying process, packaging, advertising, and distribution may be worth the extra $99,900. So, again, very complicated processes.
>
>Furthermore, as a couple of maxims goes, “Know Thyself” and “You will get what you want, but once you get it, you may decide it’s not what you want (or something like this)”. These are difficult goals. If I don’t know why I buy, will you?
>
>Chen Sun
>www.WebAndNet.com,
>a Web Inventions eNterprise, WINning Solutions TM
>
>
>> Anorag K Bhandarkar wrote:
>> HI Nancy,Cijaye,JIm & all,
>>
>>While going through the view point of you all, I felt I should also share my experience.
>>
>>Well, when we say that FABs are important for a sale, its also the comfort of the consumer which would skew his sales decisions. Comfort could be in terms of the relations with sales personnel, how easy the product to use or operate & easily available & easy support. This would mainly feature in non FMCG products.
>>
>>For example, a car X may have many features & benefits but if Car y is more comfortable to operate & Maintain, its available nearby & been supported promptly, the chances are that the buyer would respond better to Car y.
>>
>>This can be demonstrated in other products & services as well.
>>
>>Expect your views!!
>>
>>Anorag
>>
>>> Nancy Fraser wrote:
>>> Dear Jim,
>>>I don't really understand what you are trying to say. People do buy based on benefits but if you identfy the benefit without consumer feedback, it is not as effective as asking the customer why they buy and marketing to that motivation. It's always dangerous to assume. Features have never been a good way to sell a product because there is no emotional attachment to a feature.
>>>Telling someone that a decongestant will clear their sinuses (a feature) does not clearly convey what that means to someone who has no experience with decongestants, they say "So what".If a number of buyers tell you it clears their sinuses and they feel better and can enjoy life more despite the fact that they have a cold, you then market to the customer's perceived benefit.
>>>I agree with your statement that most businesses don't have a clearly communicated USP. Most businesses find it easy to say they are different but extremely difficult to articulate why in any meaning full way.
>>>
>>>Nancy
>>>Nota Bene Consulting
>>>www.notable-marketing.com Private Reply to Chen Sun | | Dec 13, 2004 2:04 am | | re: re: re: re: re: re: re: re: They don't buy benefits , they buy ... re: re: What do people buy | # |
Chen Sun | | Also, on benefit, feature, and value. All the postings below are saying similar, but not same, things.
When can one sell features? When a customer understands its benefits. And when sell benefits? When a seller understands the customers’ value. And don’t forget the cost too.
So, if I sold a car with a 450 horsepower engine, some customers would know exactly the benefit and value.
And if I sold a car with rapid acceleration and high top speed, most customers would know its benefit.
And if I sold a hot rod that earn respect of peers and attracts chicks, many young men would know its value.
Chen Sun
www.WebAndNet.com,
a Web Inventions eNterprise, WINning Solutions TM
> Chen Sun wrote:
> Why talk about selling methods before talking about buying methods? There aren't enough books that explain this. Any recommendations?
>
>> Chen Sun wrote:
>> We generally SELL features and benefits, but people generally don’t BUY features and benefits.
>>
>>When a person buys, it’s a very complicated process. Looking at it rationally, he should buy the highest ROI. But there are high information costs to attaining this. There are different types of buyers, and they listen to different parts of themselves. Some listen to reason, some listen to emotions, some are short on time and have lots of money, some don’t have money and have lots of time, etc. Buying is a very complicated process. So, all the below postings given for why people buy are accurate.
>>
>>It’s the old story of how to sell someone a cellular phone who doesn’t really need it. Features and benefits—remote calling, convenient, etc. Why did my aunt purchase? Because her friends had one so she wanted it to look nice in her purse. Very complicated buying process. Why the $100,000 perfume? Most perfumes can be chemically synthesized, so a $100,000 perfume may be chemically identical to a $1,000 perfume (you get the idea, even though I’m not in the perfume business). But the buying process, packaging, advertising, and distribution may be worth the extra $99,900. So, again, very complicated processes.
>>
>>Furthermore, as a couple of maxims goes, “Know Thyself” and “You will get what you want, but once you get it, you may decide it’s not what you want (or something like this)”. These are difficult goals. If I don’t know why I buy, will you?
>>
>>Chen Sun
>>www.WebAndNet.com,
>>a Web Inventions eNterprise, WINning Solutions TM
>>
>>
>>> Anorag K Bhandarkar wrote:
>>> HI Nancy,Cijaye,JIm & all,
>>>
>>>While going through the view point of you all, I felt I should also share my experience.
>>>
>>>Well, when we say that FABs are important for a sale, its also the comfort of the consumer which would skew his sales decisions. Comfort could be in terms of the relations with sales personnel, how easy the product to use or operate & easily available & easy support. This would mainly feature in non FMCG products.
>>>
>>>For example, a car X may have many features & benefits but if Car y is more comfortable to operate & Maintain, its available nearby & been supported promptly, the chances are that the buyer would respond better to Car y.
>>>
>>>This can be demonstrated in other products & services as well.
>>>
>>>Expect your views!!
>>>
>>>Anorag
>>>
>>>> Nancy Fraser wrote:
>>>> Dear Jim,
>>>>I don't really understand what you are trying to say. People do buy based on benefits but if you identfy the benefit without consumer feedback, it is not as effective as asking the customer why they buy and marketing to that motivation. It's always dangerous to assume. Features have never been a good way to sell a product because there is no emotional attachment to a feature.
>>>>Telling someone that a decongestant will clear their sinuses (a feature) does not clearly convey what that means to someone who has no experience with decongestants, they say "So what".If a number of buyers tell you it clears their sinuses and they feel better and can enjoy life more despite the fact that they have a cold, you then market to the customer's perceived benefit.
>>>>I agree with your statement that most businesses don't have a clearly communicated USP. Most businesses find it easy to say they are different but extremely difficult to articulate why in any meaning full way.
>>>>
>>>>Nancy
>>>>Nota Bene Consulting
>>>>www.notable-marketing.com Private Reply to Chen Sun | | |
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