How do you position features, functions, and benefits in a sales engagement?

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Positioning features, functions, and benefits effectively in a sales engagement is essential for demonstrating the value of your product or service to the customer. Feature-benefit selling is a sales technique that focuses on presenting the features of a product or service and connecting them to the specific benefits or advantages they provide to the customer. The main goal of this approach is to demonstrate the value of the product or service by showing how it addresses the customer's needs, solves their problems, or helps them achieve their goals.

In feature-benefit selling, the salesperson goes beyond merely listing the features of the product or service. They make a conscious effort to explain the functionality of each feature and emphasize the positive outcomes the customer can expect from using it. Here's a breakdown of the key components in feature-benefit selling:

  • Features: These are the specific attributes, characteristics, or properties of a product or service. Examples of features include a smartphone's screen size, a software's integration capabilities, or a car's fuel efficiency.
  • Functions: Functions describe how the features of a product or service work or operate. In feature-benefit selling, it's crucial to connect features to their respective functions to help customers understand the practical application of a product or service.
  • Benefits: Benefits are the tangible or intangible positive outcomes that customers can expect from using a product or service. These can include cost savings, increased productivity, enhanced user experience, or improved safety, among others.

Here's a step-by-step guide to help you effectively position these aspects during a sales conversation:

  • Understand your customer's needs: Before presenting your product or service, ensure that you have a clear understanding of your customer's needs, pain points, and goals. Ask open-ended questions and actively listen to their responses. This will allow you to tailor your presentation to address their specific concerns.
  • Present the features: Start by describing the features of your product or service. Features are the attributes, characteristics, or capabilities of the offering. Be concise and clear, focusing on the most relevant features directly related to the customer's needs.

  • Explain the functions: Next, explain the functions of each feature, which describe how the features work or how they are used. This helps the customer understand the practical aspects of using your product or service.

  • Highlight the benefits: Finally, emphasize the benefits that each feature and function provides to the customer. Benefits are the positive outcomes or advantages the customer will experience as a result of using your product or service. Connect the benefits directly to the customer's needs or pain points.


  • Use storytelling and real-life examples: To make your presentation more engaging and relatable, share stories or real-life examples that demonstrate how other customers have benefited from using your product or service. This helps the customer envision how the features, functions, and benefits can positively impact their own situation.

  • Address objections and concerns: Be prepared to address any objections or concerns the customer may have. Listen carefully, empathize with their concerns, and provide information that addresses their questions or reservations.

  • Reinforce the value proposition: Throughout the sales engagement, continually reinforce the value poposition of your product or service. Emphasize how it solves the customer's problems, meets their needs, and provides benefits that outweigh the costs.

  • Encourage customer participation: Encourage the customer to ask questions, share their thoughts, and engage in the conversation. This not only helps them better understand your offering but also provides you with valuable insights into their needs and concerns.

By effectively positioning features, functions, and benefits in your sales engagements, you can effectively demonstrate the value of your product or service, address customer needs, and ultimately, close more deals.