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. . . are not product Features

. . . are not product Features. Customer Needs. Product Features (what you do) result in: Benefits (what the customer gets) which satisfy: Needs (the reason the benefits are appreciated). Maslow’s Heirarchy of Needs. 5. Self Actualization/Fulfillment 4. Esteem/Ego/Self-respect

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. . . are not product Features

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  1. . . . are not product Features Customer Needs. . . Benefits vs Features

  2. Product Features (what you do) result in: Benefits (what the customer gets) which satisfy: Needs (the reason the benefits are appreciated) Benefits vs Features

  3. Maslow’s Heirarchy of Needs 5. Self Actualization/Fulfillment 4. Esteem/Ego/Self-respect 3. Social/Love/Belonging 2. Security/Safety 1. Biological/Physiological Benefits vs Features

  4. Typical Ideal Customer Subjective, emotional, personal reasons for choosing Objective, rational, measurable traits and preferences Benefits vs Features

  5. Bill, the EntrepreneurGourmet Pizza Restaurant Worked in a popular gourmet pizza chain Talked to lots of customers every night Easy to gather a lot of data from exactly the people he wanted to attract to his restaurant. Benefits vs Features

  6. Gourmet pizza restaurant customerDescription of the customer married, have two children average salary for a college educated American work very hard for my money value the power of the dollar enjoy receiving promotional coupons Like dining out with my family suit my families needs best my children's taste buds aren't very developed my wife is the most finicky eater on the planet. don't want to feed my family junk food Benefits vs Features

  7. Gourmet pizza restaurant customerPersonal features and values married, have two children average salary for a college educated American work very hard for my money values the power of the dollar enjoy receiving promotional coupons …like dining out with my family …suit my families needs best my children's taste buds aren't very developed my wife is the most finicky eater on the planet. …don't want to feed my family junk food Benefits vs Features

  8. Gourmet pizza restaurant customerReasons for choosing a restaurant After deciding what type of food we want… Price and value are number one priorities I will spend a little extra for quality food Parking is a pain in the neck I can't stand poor service Quick service - kids get rowdy - pay the bill and go relaxing atmosphere other families and children around. enjoy lively and upbeat music Benefits vs Features

  9. Gourmet pizza restaurant customerHow they decide on a restaurant I have a set of criteria I use when I dine out Price and value are number one priorities I will spend a little extra for quality food Parking is a pain in the neck I can't stand poor service relaxing atmosphere other families and children around. Quick service - kids get rowdy - pay the bill and go enjoy lively and upbeat music Benefits vs Features

  10. In order of importance: Value Price Promotions Quality Menu selection Service Parking availability Ambiance WHAT THEY SAY HOW THEY DECIDE Benefits vs Features

  11. Needs of the Company Increase revenue and profit Decrease expenses Save time Reduce waste Improve communications Selling to a Business Benefits vs Features

  12. Personal Needs of the buyers Respect of coworkers Status in company Promotion Easier work More interesting job Learn new skills Selling to a Business Benefits vs Features

  13. Understand the needs of the individuals • What’s in it for them? • Money • A promotion • More leisure time • Envy • Good will It’s the emotional pull Benefits vs Features

  14. Product Features (what you do) result in: Benefits (what the customer gets) which satisfy: Needs (the reason the benefits are appreciated) Benefits vs Features

  15. Features, not Benefits • iPOD – music downloads • Blackberry – mobile email • IM and Texting – write to friends now • MySpace – finding about people Benefits vs Features

  16. Benefits, not Features • iPOD – music, pictures that I chose • Blackberry – mail from people I care about • IM and Texting – messages to ME • MySpace – telling people about ME Benefits vs Features

  17. Product Features (what you do) result in: Benefits (what the customer gets) which satisfy: Needs (the reason the benefits are appreciated) Benefits vs Features

  18. Now tell us in one sentence : “What does your company do? Benefits vs Features

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