Painting Business - Why You Should Sell Benefits Instead Of Features

Benefits are what sell.

What is a benefit?

A benefit is what the buyer will gain or expect to realize about the service.

What our clients care about is what the painting job will do for them.

Like the benefit of using this Super-Fantastic Paint is that this paint will last for 75 years without fading, peeling or chipping.

So what is the difference? The benefit of a painting service is what is of interest to a customer.

Selling the feature first, is like telling your customer that Benjamin Franklin Paint is the best paint because of the old world way it is made. Like such and such a super-fantastic paint is the best paint in the whole world. Sort of like the name of the color, or maybe the spreadibility of the paint
Benefits are how this service will make the clients life better. No one cares about features. Customers care about what they will gain by using your service.

Painting your exterior of your house with Benjamin Franklin Paint or that it was made in their own home town, is not as interesting to a home owner as the benefit of not having to paint again for a long time, that the paint is protecting the house from the deterioration of the sun, and not having to paint again for 75 years.

If you want to be successful selling paint jobs, always think of ways that the client will see their gain, or their upside. Benefits.

It used to make me laugh when the kids would come around selling newspapers and they would say that if you bought a subscription from them they would get a new bike. Granted they probably got a sympathy order on that line because they were a kid, but you and I won't get many paint jobs with that feature.