Customer benefit analysis

How to Determine the Most Desirable Benefits for your Customers.

The purpose of deriving customer benefits for your products and services is so that you can outline the delivery of results the customer wants that are specific to them.

Unless you have benefit-led information that is targeted to a specific customer type, you will be not be able to explain why you have the best choice and can provide all the reassurances they need to make a decision.

With targeted benefit orientated information, you will be able to educate your prospects and customers with your unique methods, processes, products or services, as they will see immediate value in discovering more. The result will be that your customers and prospects will become better educated and value the service your offer.

How to Convert Features into Benefits

Use the columns in the table below to outline the features and benefits of your products or service with each customer type.

Customer Type	Product / Service	Features	Benefits	Channel / Offer

Customer Type:

Indicate your category of customer

Product / Service:

Indicate the product or type of service you offer to this customer type.

Features:

Indicate the key facts about the product or service.

What are the important characteristics?
What resources are used to produce it?
Is location a factor?
Can you react to changing demands?
Is the product/service scalable?

Benefits:

Determine WHY the listed features are included in the product or service. Use the steps below to derive the relative benefits:

What problems does this feature solve?
What desires does thie feature fulfill?
What future disasters will it help avoid?
If this feature was not there what would I be missing?
What does this feature mean to the customer?
Can you enrich the benefit by including a scenario where the benefit is used?
How does your prospect feel when they are enjoying this benefit?
Can you link it to an emotion?

Channel/Offer:

Indicate which marketing channels this could apply to, and what offer would be attractive to this customer type.

Try our marketing workshops for FREE

The first FREE introductory workshop will cover the Business Posture section of the Strategy Builder training programme.

This 45 minute call will cover the following areas:

Splitting your marketing activities into customer acquisition and customer nurturing marketing strategies
Add clarity to your objectives by asserting a well defined USP
Generate a business posture by presenting value and results combined with your passion to deliver

The complete workshop programme includes Marketing Analysis, Content Marketing, Information Architecture, Improving Communication and Measuring Success. These workshops can be arranged as 45 minute telephone / Zoom calls to be held once a week (a time and day that fits). Those companies who wish to take this further can arrange one-2-one training or join an existing workshop group held on Wednesdays or Thursdays.

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