Retail excellence-Features and benefits


Retail Excellence is a suite of fully animated online courses. The suite comprises 16 titles designed to develop customer service and sales capabilities of people working in customer-focused roles.

Understanding the difference between features and benefits is a critical part of making effective recommendations to customers. By making clear how a feature will benefit a customer, frontline service staff can assit the customer to more quickly and easily recognise the ‘what’s in it for me?’ (WIIFM) or value of a particular product or service.

Topics covered

  • Features, advantages and benefits
  • Features tell, benefits sell
  • FAB thinking and WIIFM
  • How to present features in terms of benefits
  • Purchasing motivators

Learning objectives

On completing this course, learners should be able to:
  • Distinguish the differences between features, advantages and benefits
  • Identify and communicate benefits to customers.

Business outcomes

Organisations implementing this course will:
  • Increase sales conversion rates by delivering customer interactions that focus on personalising the benefits of a particular product or service for each customer.

Target audience

This course is designed for any worker in your organisation that interacts with customers and can influence their buying decisions.


25 minutes
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