Benefits vs. features: are you missing the mark? 🎯

Welcome back to The Agency CEO (by me, Jesse Gilmore at Niche in Control).

Every Thursday, I send you a quick 10-minute read on the tools, tactics, and systems that the top 1% of agency owners have used to scale their businesses to 8-figures and beyond.

This week, we’ve got a showdown for you: benefits vs. features. 

Which one are you prioritizing in your messaging?

Let’s dive in 👇

It’s All About the Benefits

Relying on a traditional feature-focused sales pitch can leave potential clients overwhelmed and uninterested — and that’s not how you want them to feel. 

Modern clients seek solutions that address specific needs and deliver tangible benefits. It’s just that simple. 

Here’s what a feature-focused sales pitch looks like and how to transform it into a benefit-driven approach.

1. Technical overload: Feature-focused pitches often overwhelm clients with technical details that may not align with their immediate needs or understanding. This causes confusion and disengagement.
   
   Action: What are your client pain points and how do the features of your service align to remove the pain?
   

2. Lack of personalization: Highlighting features tends to result in generic presentations that don't address the unique challenges or goals of each client.
   
   Action: Add questions to your sales calls that aim to understand their current state and desired future and use what they say to position your offer accordingly.
   

3. Competitive parity: Many features are standardized across competitors, making it hard to differentiate. This can push clients to base decisions solely on price.
   
   Action: Research and understand other options that your potential clients have and list out what makes you different.
   

4. Disconnect from outcomes: Focusing on features leaves clients wondering how technical aspects translate into real-world benefits or solve their specific problems.
   
   Action: Identify any jargon that you use in the sales process and find ways to explain it without jargon. Pro tip: use simple language and relate it using “it’s kind of like ____”.
   

5. Modern buyer expectations: Today's clients expect tailored solutions that directly impact their growth, productivity, or efficiency.
   
   Action: Practice your pitch with various different business goals, current and desired states, and watch the recordings and take notes. What worked and what didn’t? Practice. 

When it comes to brand messaging, benefits beat features. Every day, every time. 

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Until next week! 👋 

Jesse & team.