Building Benefits


No. of mini-lessons4


Duration 15'

No. of mini-lessons 4

Resources Workbook

Course overview

It’s often said that respect is a two-way street. Same with love, success, trust and more – it’s a crowded neighborhood. When you think about it, conducting a sale is also a two-way street. A sale will only take place when both sides get something out of it. Buying a product offers the customer a return on their investment – whether that’s monetary compensation or simply the thrill of owning a product.

But prospects won’t even see the potential return for their investment unless you make your product or service enticing enough for them to invest in. You can do that by building the benefits that make your product stand out from the crowd. 

Whether you like it or not, customers don’t care about your product itself. What they care about is what your product can do for them. People don’t want a lightbulb. They want to be able to see where they’re going in the dark.

What's covered

The difference between benefits and features

Understanding ROI – a change of perspective

The not-so-obvious advantages of benefits

Why customers don’t care about your product

building benefits online training course

Why your teams need this course

This course is aimed at salespeople and marketers but would also interest content writers or others in e-commerce. It’s important to distinguish between the features of a product or service and its benefits. When the signature is still missing from that dotted line, selling the benefits can make all the difference. This course should get you thinking about the best way to explain the benefits of your product or service to your prospects.