The language of benefits - how to speak to sell?

Service Business

The language of profit is an extremely important persuasion technique used mainly by traders. When running your business, it is worth considering and checking what exactly our offer is better at. It is the phone call and e-mail correspondence that is the element thanks to which you can improve the presentation and increase sales.

The form of communication matters

They say it doesn't matter what you say, but how you communicate it. Although, using the language of benefits, we pay special attention to what we want to convey, the form of the message is not without significance. The method of communication should be strictly adapted to the recipient and to his profile, which should be created in the first place. Consider the age group your product goes to, who these people are and what they do, what class they belong to, and what they potentially like to do in their spare time.

Knowing who you are talking to, it will be easier to choose words and values, and then to direct the message, personalize the offer and select product features that will encourage the customer's figure to sell. By adjusting the communication style to the recipient, we gain his trust and favor, which has a direct impact on subsequent sales.

Let's talk about emotions

The vast majority of customers do not realize that it is emotions, not cold calculations, that decide about making a purchase. This fact is used by both sellers and marketers, on its basis entire marketing strategies are based, the effectiveness of which is later reflected in sales and conversion results.

Research shows that making purchasing decisions without the participation of emotions is usually not possible, because emotions make decisions for us. In the crowd of information, prioritization has become important, so what arouses strong feelings in us automatically attracts attention and gives an impulse to act. Appealing to the emotions of the recipient increases the chance of making a purchase, but it is not without significance what emotions we use in communication with the customer.

The human mind reacts much more intensely to negative feelings, such as frustration, fear or helplessness. Using them in contact with the client will have a motivating effect - after all, we do not like the discomfort caused by unpleasant associations. So the whole experience will stay in the memory for a long time. By using negative feelings, you have a chance to present your product as a remedy for bad experiences and a solution to unnecessary ailments.

Although it is more catchy, the product or service does not have to be associated only with negative situations. By communicating in the language of benefits, you can give hope or guarantee relief. The choice is yours, but do not forget that it should be related to the nature of the product and the specificity of the target group.


Using the language of benefits, it is important to argue the features of the product that we use in its presentation. Speaking of functionality, it is worth developing the thread with the actual features that make the product functional. Visualize your recipient of a situation in which the item will fulfill its purpose and solve the problem for which it was created.

Therefore, it is worth emphasizing specific attributes that illustrate what the product is for and how it is able to change the reality of the future consumer for the better. Using the language of benefits, it is worth realizing that the most persuasive for the client is the vision of fulfilling his dreams with a product that activates the desire to have it.


The language of benefits, i.e. feature - advantage - benefit

The language of benefits is very important. What can be, for example, an ordinary pink scarf made of cotton? What will really make it interesting for the client and convince him of its uniqueness? Cotton is a guarantee that even people with sensitive skin will be able to use it. This is because it is a material that not only absorbs moisture (practical use), but also has hygienic properties - unlike artificial materials. In addition, it is incorrect to say that the scarf is pink - that is, like other products of this type available on the market. After all, the scarf is pink, which is the real hit of the season! This is how the language of benefits works - from the usual pink scarf, we got a unique scarf made of the highest quality material, additionally perfect for very demanding people, and in the most fashionable color of this season. The difference is huge.

Practical application of the language of benefits

By using the feature - advantage - benefit model, we will reach for a tool that has been on the market for a long time. Our main task is to take appropriate steps to make the best use of them. If we sell our products both directly and indirectly, and have used many adjectives that have made it possible to identify the product, the question remains: why did the sale fail? Despite the long conversation with the client, the effects are nil.

Let's assume that we are a seller of very expensive and exclusive products, e.g. for home furnishings. Competition in this market is very fierce. So how to advertise a product in such a way that our offer reaches consumers? This can be achieved by emphasizing the uniqueness of the products. The consumer's attention can be caught by the use of words such as good style or uniqueness. In addition, it is worth emphasizing that the products will affect spending time with family and friends.

You can advertise many products in a similar way, for example electronics - e.g. the main feature of a smartphone is the fact that it has the Android system installed, and the advantage is the availability of the application thanks to a special platform. The basic benefits for the client are the use of new applications and the ease of keeping e.g. notes.

By building your offer by showing the features of a given product, its advantages and benefits that the purchase or use of services brings, it is possible to significantly improve their image and increase sales.

The language of benefits and customer expectations

Each person strives to satisfy their needs - for each different needs have a different value or importance. The main determinant is the social position, temperament of a person or the position held by him. Taking this into account, you should consider what our customers expect from the products we offer.

Benefits driven by recipients can be divided into several elements. One of them is the image benefit. This is a very important element from the point of view of a public figure who, for example, operates in a rather elitist environment. The image can be built, for example, by having ecological solutions at home, which not only meet ecological standards, but are also an exclusive good.

Another element that can be distinguished is the benefits of internal comfort. This element applies to people who are fond of branded products. Customers of this group have specific requirements and a way of spending free time, while taking care of their own well-being. An example may be the already mentioned ecological solutions offered by a world-famous company.

The third element is the need for security. The customer checks whether the product we offer meets all standards and has the appropriate certificates. The consumer checks the quality of workmanship, as well as whether the expiry date - in the case of food products - has not been exceeded.
The fourth element is the health benefits of the client. This point is important mainly for people who value health not only for themselves, but also for their loved ones. Customers in this category must be sure that the use of specific products will not cause them health problems.

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The client's dream and the language of benefits

Customers who come to our stationary or online store may have many doubts related to the use of our services or products. By talking to a consultant in the store, by chat on the website or by calling the hotline, the customer has expectations or doubts about the products and services. Our task is then to dispel them in such a way that he chose our product, not the one offered by the competition.

We must remember that the language of benefits mainly affects the consumer's emotions, while they are related to the senses.

It is necessary to show that the products we offer are of the highest quality. During the conversation, we must assure the client that, for example, the phone he is interested in will meet his image expectations (an exclusive product), will provide him with internal comfort (a phone produced by a well-known company), a sense of security (the life and durability of the phone battery), and will not affect negatively on his health (less radiation from the phone).

During the conversation with the client, we have to convey to him, through the language of benefits, that the product he is interested in is the only one on the market.