What distinguishes a benefit from a feature in product sales?

In the context of product sales, a benefit is fundamentally about the outcome or result that a customer gains from using a product or service. It directly relates to how the product provides value to the user, addressing their needs or solving their problems. When we say that a benefit is what a product or service does, we are emphasizing its impact on the user—this is the reason why consumers make purchasing decisions.

For instance, if you are selling a diving computer, the benefit might be that it enhances safety during a dive by providing real-time data on depth and time. This is crucial for a diver's experience, highlighting the importance of the functionality of the product rather than just describing the physical components of the device.

Understanding this distinction is vital for effective sales strategies, as customers are often more interested in the benefits they receive rather than just the features. Features are typically the attributes of the product, such as size, color, or materials used, but without the context of how these features translate into benefits, they may be less compelling to the customer.