Or at least they think they are.

The problem with many customers is that they often confuse what they want (features) with why they want it (benefits).

It’s easy to sell with the list of what your product does (features), but it can be harder—yet better for your business—to sell how it will make their life better (benefits).

Take selling a car, for example.

Saying it has “lane-keeping assist” is nice, but showing how it “keeps you and your family safe on long trips” is way more powerful.

Your best customers will buy the why, not the how.

In fact, the how almost becomes irrelevant as long as the why is fulfilled.

When you grasp this distinction, you transcend merely selling a product—you start solving problems and meeting deeper needs.

Even if they don’t say it outright, customers are always looking for the benefit.

Speak to that, and you’ll win their hearts—and their business.