Lately I have been thinking about sales and communicating a sales message. The industry that I’m generally working within and sell to is a very interesting market. I’ve seen products that list pages and pages of features, and other websites that would just lists a few outcomes that you achieve by using their product. Which is more relevant? What it does or what it achieves? There is a big difference! Ultimately the aspect that I am attracted to is the outcome.

Recently I have been landscaping around our home and putting in some gardens, plants and basically just doing whatever my wife tells me to do! The obvious advantage of having this list of chores is the opportunity to visit the hardware store more often and walk around looking at things that I do not need but I would definitely like.

When I think about the selling message and using either benefits or features, it reminds me of going to the hardware store to buy a shovel. There were literally scores of different shovels when I walked up the aisle but all had the same outcome – they dig a hole and what I am looking for is ultimately something that does exactly that.

So many brands were listing features; such as the quality of the steel, the length of the handle, the type of timber in the handle and a whole bunch of other useless facts. The brand that got my attention was the one that had a stick that unashamedly said “digs deep holes quickly”.

At the end of the day I do not mind what goes into making my shovel because a shovel just shovels. All I want to know is if it digs a hole deep and quickly.

Do not get too absorbed in selling the features of your product or service when your customers just really want to know the outcome.