Present product or service features as customer benefits.

Presentation should include creating a feature/benefit chart that translates each feature into a customer benefit. Emphasis should be placed on the fact that customers purchase benefits, not features.

Process/Skill Questions:

• What is the difference between a feature and a benefit?
• What resources are available for a salesperson to determine the benefits of a product or service?
• In presenting product/service features, how do you know which products/services to show, what price ranges to offer, and how many products/services to show?
• What sales techniques can be used to make a product/service presentation come alive?
• How can developing a feature-benefit chart serve as a helpful resource for e-commerce salespersons and customers?
• How can e-commerce brands demonstrate a product's features and benefits?