Features vs. Benefits

VENDOR TIP: I just bought a new car. During this process I learned a lot about cars and desire. Why did I end up buying the car I did? Before I started looking I had a clear idea of the type of car and features I wanted. I did my homework on line for several cars that fit my vision. I test drove each car and became aware of how I felt as I learned more about the car. “How does this car make me feel?” Features were nice, but I wanted benefits. Quality is something that just feels right. You know it when you see it. Think with your heart and feel with your brain.