In the sales cycle, benefits and advantages are used interchangeably but mean different things. Understanding the differences between benefits and advantages can significantly impact the success of your marketing campaign.
Benefit describes the customer’s experience with the product, i.e., the value they derive from it. In contrast, an advantage is a circumstance or condition that puts a product in a superior or favorable position.
This guide discusses the differences between the benefits and advantages of a product and how you can leverage it to boost your sales.
What are Benefits?
A benefit is something the customer receives or experiences that causes them to continue using a product or service. The benefit of a product to a buyer is determined by his/her expressed need or requirement.
The benefit is the aspect of a product or service that provides value to the customer. It is the “good” experienced or enjoyed by the customer after using the product or service. For example, a benefit for a patient receiving medical treatment from a doctor might be pain relief. A benefit for a customer buying a pair of running shoes from a fitness store might be better energy efficiency.
By leveraging an emotional hook that helps the user imagine a product’s positive benefits, you stir up the buyer’s desire to make the purchase. This leaves no room for second thoughts and therefore increases the likelihood of their making a purchase.
What are Advantages?
In marketing and sales, an advantage is a product’s positive feature, attribute, or characteristic that sets it apart from the competition.
Advantages are the factors that make a product better than a competing product. A detailed description of a product’s features gives the prospect an in-depth understanding of its features and role in solving their problem.
The advantage of a product could be a great feature of the product that makes it better than the others. For example, a big TV set might be advantageous to a customer as it allows smooth television viewing. A big car can give the customer a sense of grandeur. The advantages of a product greatly influence the purchasing decision.
Differences Between Benefits and Advantages
The benefit of a product to a buyer depends on the specific need or requirement expressed by them. Advantage is determined by the need or requirement the seller assumes that the buyer has.
Benefits are what the user derives from using the product. Whereas advantages are the positives of a product, i.e., what sets it apart from the competitors.
It is usually better to sell a benefit rather than an advantage. The user will want to buy a product that satisfies their need or requirement.
Understanding your target audience’s needs will help you point out the benefits and advantages of a product that are most important to the buyer. This way, you can demonstrate that your product delivers these benefits and advantages.
To Wrap Up
The benefits and advantages of a product are essential considerations when deciding to purchase. But there are critical differences between the two, which are explained in this article.
Summarily, the benefit is what the user derives after purchasing and using the product. In contrast, the advantage is the product’s positives that give it a competitive edge.
Understanding the customer’s needs can help you draft a compelling benefit and advantage statement demonstrating your product’s value.
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