Features, Advantages, Benefits. For many of us that have been involved in sales this describes what we do daily. We FAB the product. For those that are not in sales this may be a foreign concept. No matter what your profession when it comes to The Job Search, The Resume, The Interview, even the most accomplished sales professionals seem to forget. People buy Benefits. They do not buy Features or Advantages. If you or anyone you know finds themselves in a position where they are looking for a job, or a new career this year please take note. People buy Benefits. This includes the people who are considering hiring you for that position you just applied for.
What is the difference between a Feature an Advantage or a Benefit? A Feature describes the product. An Advantage tells us what the product does. A Benefit tells us how we profit from the Features and Advantages. Let’s look for example at a laptop computer.
- Feature = Small, Lightweight, Portable.
- Advantage = Able to carry with you. Access to information anytime anywhere.
- Benefit = Makes you more productive which equates to $$$
Another product we have all become familiar with is the backup camera on a car.
- Feature = Clear picture of what is behind your car when in reverse
- Advantage = Fewer Accidents
- Benefits = Saves money in repair and insurance costs.
Again, Features describe the product or service. Advantages tell us what the product or service does for us and Benefits tell us how we profit using the product or service.
People (and organizations) buy BENEFITS. Not Features or Advantages.
Now get your resume out. Read through it. My guess is it is full of a lot of Features, a few Advantages, and no Benefits. Now picture the person or persons who is reading and sorting through resumes. They are ultimately looking to “buy” benefits. But they are reading hundreds of resumes filled with Features and Advantages. You need to separate yourself from the masses. Whether someone is reading your resume, or interviewing you face to face you have to connect the dots for them. Do not assume that when you give them a Feature or an Advantage of yourself, they will make the leap to figure out the benefit. You must lead them all the way down the path and connect all the dots.
Ultimately the job search is about selling yourself. I have coached clients who have told me “I am not going to be a sales person in an interview.” “That makes me cheap.” My answer is always the same. “This is not about being a salesperson or some cheesy sales pitch.” “This is about effective communication and delivering your value statement in a way that resonates with the person you are delivering it to whether through your resume or in person.”
Think about that last interview. Get your resume out and look through it. Spend some time converting those Features and Advantages into Benefit statements. Show the reader or tell your audience what the Benefit is going to be. Don’t assume they will figure it out.
Need help? Don’t hesitate to reach out.
About the Author
With more than three decades of experience in all facets of sales, management, customer service, business growth, and staff coordination, Certified Career/Business Coach Greg Emslie is a focused professional with the tools to help you grow and manage your career in a manner that helps you to land THE PERFECT JOB.
Driven by his passion and ability to help you communicate more effectively, Greg will give you tools you need to formulate and deliver a clear, sharp, focused message that will allow you to land the “PERFECT JOB” and “PERFECT CAREER” Greg’s 3 step process will take you from confused and unsure to focused and confident in less than 10 days
Ready to begin finding the way to make you a better communicator so you can land The Perfect Job? Let’s get the conversation started. Contact Greg Emslie for a business strategy discussion today!