3 Steps to Better Sales.
I’m not here to talk sales tactics, making cold calls or landing your next big deal. The core of most marketing strategies are features, benefits and grabbers. I first learned about these three key elements of appealing to customers at my first job, retail sales for Nike. Since then, its evolved (and arguably, become more valuable) over the past 15 years.
To ground the basics below, let’s use one of my essential products from my Nike days, the Air Max sneaker, as an example:
1. Feature
What does your product do? How does it do it?
AIR MAX Feature: Cushioning from heel to toe as one air unit.
In this case, the main feature was much larger (literally) and mattered more to customers than any other feature on the sneaker. The mesh, shape, lacing system, weight, 3M reflective elements, and various color schemes didn’t compete with the Air Max unit. On other models, these secondary features were key.
Understanding what features to focus on is important. Knowing the priorities of your customers helps to spend your time (and marketing dollars) on the right messaging. If I’d only talked about lacing system, I might have not sold any of these kicks!
2. Benefit
How will one or all of your features benefit users?
AIR MAX Benefit: Offers a smoother, more natural cushioned stride.
As I mentioned above, the Air Max feature was much more important than anything else. This made the benefit very clear, these customers wanted to have a smoother stride feeling fluid from the contact point on their heel to the moment their toe leaves the ground. Secondly, they could have problems with impact, needing more cushioning. A better cushioning system would allow them to feel less inhibited by the pounding of running.
Each benefit can be extremely personal, but you can narrow down the “why” with your expertise. Figure out why each customer is drawn to each feature.
3. Grabber
What about your product got your prospect’s attention?
AIR MAX Grabber: It’s bigger. It’s different. It’s colorful.
Notice its not the specific ad or social media post. It’s why the feature is drawing them in. When sitting beside other shoes on display, the Air Max clearly has the largest cushioning system, it’s a different style and its always colorful. Colorful on purpose. You can go look at Nike sneakers today and see that where every there is a specific change to a performance product in material, function or form; you’ll see a change in color.
This color change is done to draw your attention to what’s important. Its a fundamental in product design and packaging design. If you could only have your customer see 10% of your product — what would you want them to see?
When creating a grabber, understand the feature and benefit to your customer and exploit it so the feature cannot be missed. Even if its not immediately understood, it triggers curiosity and hopefully engagement.
Application
When I first learned these steps, it was applied in a retail environment to provide a systematic sales process with a great user experience. I can say that outcome was accomplished and it left a lasting impression on my career.
Years have past, sales & marketing have evolved with technology, new products and services and different marketing platforms. I feel reversing the data you receive using features, benefits and grabbers give you the proper targeting data for your marketing campaigns.
Maybe you’re comparing demographic info like readership, viewership or listener data when buying traditional media and want to ensure your message is well received by the audience. Or, you can input this data directly into your digital campaigns and find more potential fits for your offering. Building archetypes of your ideal client starts with features, benefits and grabbers. Then you can have fun finding the people who will become your best customers, die hard fans and brand ambassadors.
This exercise can be done as sales training, like my expereince, or as an audit of your product/market fit. Your product might not change (or need to), but the market is always shifting. New competitors, changing expectations of customers and getting customer feedback. Knowing your features, benefits and grabbers will keep you sharp, overcome objections more naturally and your customers will feel like you’ve build something completely customized for them. Make it personalized by knowing your customers and how your product appeals and benefits them.
If you liked this story, hit that heart 💚— I really appreciate it!
Chris Milton went way back into the sneaker collection to write this post. He’s a marketer by day. Dad, sneakerhead and side hustler by night (and early morning). Follow him for more on business, sales & marketing.
