How to Effectively Use Features and Benefits in Home Improvement Sales
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It's really important to understand how to use features and benefits when selling.
The Difference Between Features and Benefits
Most companies teach you to explain what the features are of what you’re selling but then leave it up to the customer to figure out the benefit. It’s up to you to tie the benefits of that feature to what’s important to the customer. Features are what it is, and benefits are what it means to the customer. More importantly, features don’t sell, but benefits do. Nobody is really buying the ¼ inch drill; they want the ¼ inch hole. They want the nicer hole, not the drill.
Understanding Customer Mindset
Every time you say something, the customer's only thinking one thing: “What’s in it for me?” If you don’t have something that’s in it for them, in their mind, you’re wasting their time. This also causes them to lose interest in your sales presentation. Benefits are what’s in it for them.
This concept doesn’t apply only to features and benefits but also to selling in general. If the customer can’t see how what you say relates to them, they won’t care. Showing how a feature benefits them will keep the customer interested and engaged. If you don’t, they will start to get bored and disconnect.
Real-World Examples
What Matters to the Customer
Do you really think customers care how much you like working for your company or that your company just got a brand-new computer system? They would if you told them the benefit: why you like working for your company because of how well they take care of customers, or how much satisfaction you get from seeing customers improve their quality of life with their new bathroom or floors.
Explain how the new computer system means your installation process and follow-up are smoother, and that customers won’t have to repeat themselves because every phone call is logged. If you can tie every feature or statement you make to a benefit, customers will be more involved in what you’re saying, and you won’t annoy them.
Example: Humidifier
The feature may be that you’re getting a new humidifier, but the benefit is that it will be much more comfortable in the winter. Instead of feeling dry, everything will feel more pleasant. Also, you can lower your thermostat because when it’s more humid, it feels warmer. Every degree you lower your thermostat will reduce your energy bill by 5%. Your body and wallet will both feel better.
Logical Features vs. Emotional Benefits
Features tend to be logical, such as fuse-welded corners on a window, a variable-speed furnace, or thermal foil doors for refacing. However, benefits — when done right — tend to be more emotional.
Example: Windows
We use fuse-welded corners on our windows, meaning that instead of being mechanically fastened like cheap windows, we weld the corners together. The benefit is that they will never come apart or leak at the seams, which is why we can offer a lifetime warranty. That means peace of mind — these will be the last windows you ever have to put in your house.
Example: Variable Speed Furnace
The variable-speed furnace runs continuously at different speeds. The benefit to you is lower fuel costs and a cozier home with fewer cold spots — almost like being in a warm, cozy cocoon.
Example: Thermofoil Doors
We use thermofoil-covered doors. The benefit is that they are very easy to clean, will always look new, and will never fade as long as you live there.
Building Value Through Logic and Emotion
When you’re selling, logic builds value, but emotions make them buy. Talking about features helps build value and makes the sale logical. However, remember that buying is an emotional decision, not a logical one. Customers won’t remember most of the features two weeks later, but they will remember the benefits.
For example, they’ll remember a lifetime warranty, low-maintenance floors, or a 25% reduction in utility bills.
How to Use Features and Benefits in Your Pitch
The easiest way to use features and benefits is to explain a feature, then immediately follow with, “What this means to you is…”. This ties the feature into the benefit, making your message clearer and more impactful.
Example: Emotional Benefits
Because buying is an emotional decision, the best benefits are emotional ones.
For example:
Night latches on new windows: The benefit is the peace of mind that comes from knowing you can enjoy fresh air while sleeping, but you’re still safe.
Soft-close cabinet hinges: The benefit is no more slamming doors or kids leaving them open.
If you can connect features and benefits to specific problems the customer mentioned, you will hit the emotional hot buttons. For example, if they told you earlier that they hate cleaning grout on their bathroom walls, you can explain how an acrylic wall system looks like tile but never requires grout cleaning. How would that feel?
The Power of Emotional Benefits
The best benefits you can use are emotional ones. Security, peace of mind, comfort, and pride of ownership are powerful motivators. Even logical benefits, like saving money, can be framed emotionally.
How would you feel if you saved 25% on your utility bills? It would feel fantastic!
I like to use the word “feel” to emphasize emotional benefits. For example, “So, by refacing your kitchen with white thermofoil doors, how do you think you’d feel moving to a bright, white kitchen after living with a dark one for so long?”
Tying it All Together
Learning how to use features and benefits is an important part of the sales process. What that means to you is that if you master this technique, you will make more sales.
