In the Sales Message Builder, the user will be asked to create a product profile. It is important to note that when the software always uses the term “product”, we are referring to whatever is being sold and that can include services. The software and sales methodology can definitely be used for selling services and may actually fit better with services than selling products.
When creating a product profile, the software will ask you to add any features of the product. Features are the individual details about what is included in the product or what is accomplished with the service. For example, if the product being sold is a car, features that are included with that car are cruise control, anti-lock brakes, bluetooth connection with smartphone, etc. If you sold a service like accounting services, an example of a feature might be bookkeeping and year end tax filing.
A mistake that users often make with listing features is that they insert benefits. Going back to the example of accounting service, a user may enter a benefit of decreasing the taxes. This is a more of a benefit that is provided by the accounting service than a feature and should be entered later in the process when the user creates a sales message for the product.
The product profile will also provide a place for the user to enter ways that the product or company differs from the competition. If the product being sold is cheaper, easier to use, lasts longer, etc., it is important to include those details and this is where you do that. You can also put any ways that the company is different. For example, if the company has won awards for customer service, has been in business for 30 years, or is a woman-owned business, those might be good things to include in the sales message and those can be entered as differentiation points.