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Brilliant Selling, 2nd Edition by Jeremy Cassell, Tom Bird

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Chapter 20: Appealing to the customer

There has been a lot written about features and benefits in selling. The intention here is to cut through the fluff and focus on what really matters when it comes to positioning a product or service. Taking the time to communicate clearly the benefits to your target market will provide a message that will resonate with your buyers, leading to increased sales of your product or service.

‘The future lies in designing and selling computers that people don’t realise are computers at all.’

– Adam Osbourne, US entrepreneur and pioneer of portable computing

Let us be clear about some distinctions immediately:

A feature is any characteristic ...

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