{"id":39549,"date":"2022-09-08T05:00:00","date_gmt":"2022-09-08T11:00:00","guid":{"rendered":"https:\/\/memberpress.com\/?p=39549"},"modified":"2023-02-07T20:02:59","modified_gmt":"2023-02-08T01:02:59","slug":"how-to-sell-benefits-instead-of-features-boost-your-sales-success","status":"publish","type":"post","link":"https:\/\/memberpress.com\/de\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/","title":{"rendered":"Wie Sie Vorteile statt Merkmale verkaufen und Ihre Konversionen steigern"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Vorteile gegen\u00fcber Funktionen - das ist eine g\u00e4ngige Redewendung in der Gesch\u00e4ftswelt, insbesondere wenn es um den Verkauf geht. Aber was bedeutet das eigentlich? Und wie soll man zwischen Merkmalen und Vorteilen unterscheiden?<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_86 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-6a99f5d53adeb\" class=\"ez-toc-cssicon-toggle-label\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">WAS IST INNEN<\/p>\n<span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Umschalten auf<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a99f5d53adeb\"  \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#Benefits_and_Features_Defined\" >Vorteile und Merkmale, definiert<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#What_is_a_feature\" >Was ist ein Merkmal?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#What_is_a_benefit\" >Was ist ein Nutzen?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#So_What_Does_it_Mean_to_Sell_Benefits_Not_Features\" >Was bedeutet es also, Vorteile und nicht Merkmale zu verkaufen?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#How_to_Sell_Benefits_Instead_of_Features\" >Wie man Vorteile statt Merkmale verkauft<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#Understand_Your_Customers\" >Verstehen Sie Ihre Kunden<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#Do_Your_Research\" >Recherchieren Sie<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#Focus_on_Pain_Points\" >Fokus auf Schmerzpunkte<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#Dont_Overdo_It\" >\u00dcbertreiben Sie es nicht!<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#Case_Study_TheGuitarLessoncom\" >Fallstudie TheGuitarLesson.com<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#Use_a_cheat_sheet\" >Verwenden Sie einen Spickzettel<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#Use_Artificial_Intelligence\" >K\u00fcnstliche Intelligenz nutzen<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#Conclusion\" >Schlussfolgerung<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\">Zum Beispiel, <strong>Skalierbarkeit<\/strong>. Wenn ein Produkt mit dem Wachstum Ihres Unternehmens relevant und n\u00fctzlich bleibt, ist das dann ein Vorteil oder ein Merkmal?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Die Unterscheidung ist oft unscharf, aber es ist f\u00fcr den Verkauf sehr wichtig, den Unterschied zwischen Nutzen und Merkmalen zu verstehen. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wenn Sie Ihren potenziellen Kunden jeden dieser Punkte beschreiben k\u00f6nnen, wird es Ihnen viel leichter fallen, ihnen den Wert Ihres Unternehmens zu beweisen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In diesem Blogbeitrag werden wir uns damit befassen, wie man Vorteile und nicht Merkmale verkauft. Au\u00dferdem definieren wir die beiden Begriffe und sprechen dar\u00fcber, wie Sie potenziellen Kunden die Vorteile und Funktionen Ihres Produkts am besten beschreiben k\u00f6nnen. Also, los geht's.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Benefits_and_Features_Defined\"><\/span>Vorteile und Merkmale, definiert<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Es ist schwierig, ins Detail zu gehen, wenn man nicht zuerst eine funktionierende Definition hat. Lassen Sie uns also zun\u00e4chst definieren, was Nutzen und Merkmale sind.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_a_feature\"><\/span>Was ist ein Merkmal?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Lassen Sie uns hier von der alphabetischen Reihenfolge abweichen und mit den Funktionen beginnen. In der Gesch\u00e4ftswelt ist ein Feature genau das, wonach es klingt. <strong>Eigenschaften<\/strong> sind wesentliche Funktionen eines Produkts oder einer Dienstleistung, die helfen zu definieren, was es ist, was es tut und welchen Zweck es erf\u00fcllt.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nehmen wir zum Beispiel MemberPress. A <em>Funktion<\/em> von MemberPress ist, dass es unternehmungslustigen Einzelpersonen und kleinen Unternehmen die Tools zur Verf\u00fcgung stellt, die sie ben\u00f6tigen, um ihre WordPress-Seiten zu monetarisieren.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_a_benefit\"><\/span>Was ist ein Nutzen?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A <strong>profitieren <\/strong>is how a product\u2019s or service\u2019s features actually improve a person\u2019s life in some way.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">MemberPress ist zum Beispiel eine hervorragende Plattform, die eine benutzerdefinierte Bezahlschranke f\u00fcr Inhalte erm\u00f6glicht und \u00e4u\u00dferst benutzerfreundlich ist (das sind die Funktionen). Aufgrund dieser Funktionen bleibt MemberPress auch dann n\u00fctzlich, wenn Ihr <a href=\"https:\/\/memberpress.com\/de\/blog\/4-ways-to-grow-your-business-with-a-free-membership-site\/\" target=\"_blank\" rel=\"noopener\">Firmenwaagen<\/a> \u2013  that\u2019s a benefit.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"So_What_Does_it_Mean_to_Sell_Benefits_Not_Features\"><\/span>Was bedeutet es also, Vorteile und nicht Merkmale zu verkaufen?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2022\/09\/Features-vs-Benefits.jpg\"><img decoding=\"async\" width=\"800\" height=\"526\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2022\/09\/Features-vs-Benefits.jpg\" alt=\"Merkmale und Vorteile\" class=\"wp-image-52951\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2022\/09\/Features-vs-Benefits.jpg 800w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/09\/Features-vs-Benefits-300x197.jpg 300w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/09\/Features-vs-Benefits-768x505.jpg 768w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/09\/Features-vs-Benefits-259x170.jpg 259w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/09\/Features-vs-Benefits-700x460.jpg 700w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/09\/Features-vs-Benefits-156x103.jpg 156w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Denken Sie an ein Produkt oder eine Dienstleistung, die Sie nutzen. Oder noch besser: Denken Sie an Ihr eigenes Online-Gesch\u00e4ft.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wahrscheinlich k\u00f6nnen Sie die Merkmale Ihres Unternehmens recht einfach beschreiben. Was macht Ihr Unternehmen, und wie macht es das?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Der Nutzen ist etwas schwieriger zu beschreiben. Bevor Sie Ihren Kunden die Vorteile beschreiben k\u00f6nnen, m\u00fcssen Sie zun\u00e4chst zwei Dinge verstehen:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Das Produkt selbst<\/li>\n\n\n\n<li>Die Ziele und Herausforderungen des K\u00e4ufers<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Nat\u00fcrlich ist es wichtig, dass Sie Ihr Gesch\u00e4ft verstehen, um es erkl\u00e4ren zu k\u00f6nnen. Dar\u00fcber hinaus m\u00fcssen Sie verstehen, wonach der Kunde sucht und vor welchen Herausforderungen er steht. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is in part because each buyer is different \u2013 what one person might find beneficial is not necessarily the same for a different potential buyer. Some things you\u2019d consider benefits might be totally irrelevant to someone else.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hier liegt der Hauptunterschied zwischen Nutzen und Merkmalen: Die Merkmale sind f\u00fcr alle potenziellen K\u00e4ufer relevant. Die Vorteile k\u00f6nnen jedoch von Person zu Person unterschiedlich sein.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zum Beispiel ist MemberPress f\u00fcr eine Vielzahl von Zwecken verwendbar. Unsere Sch\u00f6pfer tun Dinge wie:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Paywall f\u00fcr hochwertige Inhalte<\/li>\n\n\n\n<li><a href=\"https:\/\/memberpress.com\/de\/features\/easily-build-sell-courses\/\" target=\"_blank\" rel=\"noopener\">Kurse oder Quiz erstellen<\/a><\/li>\n\n\n\n<li>Umsetzung <a href=\"https:\/\/memberpress.com\/de\/blog\/the-skinny-on-drip-content\/\" target=\"_blank\" rel=\"noopener\">Inhalt tropft<\/a><\/li>\n\n\n\n<li>Erstellen Sie verschiedene Mitgliedschaftsstufen<\/li>\n\n\n\n<li>Erstellen von Mitgliederseiten im \"Buffet\"-Stil<\/li>\n\n\n\n<li>ihren Nutzern anpassbare Coupons anbieten<\/li>\n\n\n\n<li>Und so weiter<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Und alle diese Anwendungsf\u00e4lle haben unterschiedliche Vorteile. Zum Beispiel...<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Paywalling gibt Urhebern die Gewissheit, dass ihre Inhalte vor unbezahlten Augen gesch\u00fctzt sind.<\/li>\n\n\n\n<li>Ein integriertes LMS erleichtert den Aufbau von Kursen ungemein.<\/li>\n\n\n\n<li>Unterschiedliche Mitgliedschaftsstufen erm\u00f6glichen es dem Ersteller, neue Mitglieder zu gewinnen, indem er einige Inhalte kostenlos anbietet.<\/li>\n\n\n\n<li>Durch das Einflie\u00dfen von Inhalten kommen die Kunden immer wieder zur\u00fcck und die Inhalte bleiben frisch.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Wie Sie sehen, m\u00fcssen Sie das Produkt oder die Dienstleistung verstehen, um Merkmale zu verkaufen. Um Vorteile zu verkaufen, m\u00fcssen Sie den Kunden verstehen, der es kauft.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_Sell_Benefits_Instead_of_Features\"><\/span>Wie man Vorteile statt Merkmale verkauft<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/iStock-658490170.jpg\"><img decoding=\"async\" width=\"724\" height=\"483\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/iStock-658490170.jpg\" alt=\"Entdecken Sie die Vorteile\" class=\"wp-image-40841\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/iStock-658490170.jpg 724w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/iStock-658490170-300x200.jpg 300w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/iStock-658490170-255x170.jpg 255w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/iStock-658490170-700x467.jpg 700w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/iStock-658490170-156x104.jpg 156w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/iStock-658490170-600x400.jpg 600w\" sizes=\"(max-width: 724px) 100vw, 724px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Unterm Strich h\u00e4ngt der Nutzen also mehr vom Kunden ab als vom Produkt oder der Dienstleistung selbst. Es geht darum, wie sich das Leben des Kunden durch den Kauf verbessern wird, und nicht darum, was das Produkt bewirkt.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Gibt es \u00dcberschneidungen zwischen diesen Dingen? Sicherlich! Aber der Trick besteht darin, die Informationen zu verdrehen. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wenn Sie sich bei Ihren Gespr\u00e4chen auf die Vorteile konzentrieren, die f\u00fcr eine bestimmte Person relevant sind, werden Sie feststellen, dass diese viel eher Interesse zeigt.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Im Folgenden finden Sie einige Tipps, die Sie befolgen k\u00f6nnen, wenn Sie versuchen, ein Produkt auf der Grundlage seiner Vorteile zu verkaufen.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Understand_Your_Customers\"><\/span>Verstehen Sie Ihre Kunden<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ich kann gar nicht genug betonen, wie wichtig dieser Punkt ist. Um ein effektives Verkaufsgespr\u00e4ch zu f\u00fchren, m\u00fcssen Sie verstehen, woran Ihr Kunde interessiert ist. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wenn Sie Ihren Kunden nicht verstehen (und viele Menschen f\u00fchlen sich von den Unternehmen, bei denen sie kaufen, nicht verstanden), haben Sie ein Problem.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Do_Your_Research\"><\/span>Recherchieren Sie<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Gather data to figure out what makes your customers tick. That \u201cgathering\u201d can take all kinds of forms \u2013 everything from surveys to interviews and <a href=\"https:\/\/blog.hootsuite.com\/social-listening-business\/\" target=\"_blank\" rel=\"noopener nofollow\">soziales Zuh\u00f6ren<\/a>. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Es geht darum, sich auf den Weg zu machen, um herauszufinden, was Ihre Kunden wollen. Lernen Sie ihre Hoffnungen, Tr\u00e4ume, Gedanken und Pl\u00e4ne kennen.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wenn Sie Ihre Kunden verstehen und wissen, wonach sie suchen, k\u00f6nnen Sie ihnen Ihr Produkt oder Ihre Dienstleistung anpreisen. Personalisieren Sie es. Andernfalls k\u00f6nnte es als allgemein, uninteressant oder irrelevant f\u00fcr die Situation des Kunden erscheinen.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Focus_on_Pain_Points\"><\/span>Fokus auf Schmerzpunkte<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Grob gesagt, sind Schmerzpunkte spezifische Probleme Ihrer Kunden. Und das sind die Probleme, zu deren L\u00f6sung Ihr Unternehmen und\/oder Produkt beitragen sollte.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/finger-above-thumb-tack-picture-id618032078-1.jpg\"><img decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/finger-above-thumb-tack-picture-id618032078-1.jpg\" alt=\"Der Daumen ber\u00fchrt gerade die Spitze einer Rei\u00dfzwecke, um den Schmerz des Kunden zu verdeutlichen\" class=\"wp-image-40842\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/finger-above-thumb-tack-picture-id618032078-1.jpg 1024w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/finger-above-thumb-tack-picture-id618032078-1-300x150.jpg 300w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/finger-above-thumb-tack-picture-id618032078-1-768x384.jpg 768w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/finger-above-thumb-tack-picture-id618032078-1-340x170.jpg 340w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/finger-above-thumb-tack-picture-id618032078-1-840x420.jpg 840w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/finger-above-thumb-tack-picture-id618032078-1-700x350.jpg 700w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/finger-above-thumb-tack-picture-id618032078-1-156x78.jpg 156w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">When describing your business\u2019s benefits, you\u2019ll find it\u2019s a lot easier if you consider your customers\u2019\u00a0pain points. That way, you can explain the benefits that <em>adressiert und beseitigt<\/em> diese Schmerzpunkte.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dont_Overdo_It\"><\/span>\u00dcbertreiben Sie es nicht!<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Angenommen, Sie m\u00f6chten eine Facebook-Anzeige erstellen, um Ihren Online-Kurs zu bewerben. Sie haben etwa 1.200 x 1.200 Pixel zur Verf\u00fcgung, um Ihre Kunden zu fesseln und zu begeistern. Das ist nicht gerade viel Platz, mit dem Sie arbeiten k\u00f6nnen, also m\u00fcssen Sie gezielt vorgehen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aber die gute Nachricht ist, dass es beim Verkauf von Vorteilen auf Qualit\u00e4t statt Quantit\u00e4t ankommt. Ihr Kurs bietet wahrscheinlich Hunderte von Vorteilen, aber Sie m\u00fcssen sie nicht alle in einer Anzeige unterbringen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00dcberlegen Sie, welche Vorteile f\u00fcr den Kunden, den Sie ansprechen wollen, am wichtigsten sind. Gehen Sie dann gezielt auf diese ein oder zwei Bereiche ein.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wenn Sie zu viele Vorteile in einem einzigen Pitch nennen, kann dies unauthentisch und sogar verwirrend wirken.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wenn Sie zehn Minuten lang \u00fcber zwei Vorteile sprechen, k\u00f6nnen Sie ziemlich ins Detail gehen. Aber wenn Sie die gleiche Zeit damit verbringen, die beiden M\u00f6glichkeiten zu erkl\u00e4ren, wie Ihr Unternehmen zwei gro\u00dfe Probleme l\u00f6sen kann...<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wie ich schon sagte: Qualit\u00e4t geht vor Quantit\u00e4t. Seien Sie detailliert, konzentriert und spezifisch. Ihre Kunden werden es Ihnen wahrscheinlich mit einem Kauf danken.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Case_Study_TheGuitarLessoncom\"><\/span>Fallstudie: TheGuitarLesson.com<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<span class=\"Ta3cmspzfIxSoE5Di7huA2\"><div class=\"responsive-video\"><iframe title=\"Kundengeschichten: Musiklehrerin wird virtuell und lebt Vollzeit von WordPress (MemberPress)\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/W_Hc2YUdQMQ?feature=oembed&enablejsapi=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div><\/span>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Imagine you\u2019re Tom Fontana, the owner, proprietor, and guitarist-extraordinaire of <a href=\"https:\/\/www.theguitarlesson.com\/\" target=\"_blank\" rel=\"noopener nofollow\">TheGuitarLesson.com<\/a>ein auf MemberPress basierendes Online-Gesch\u00e4ft.<\/p>\n\n\n\n<div class=\"block-mp-button-wrap\">\n\t<a id=\"button-block_04c31de717a9fb302c6daf87544524f8\" href=\"https:\/\/memberpress.com\/de\/blog\/the-guitar-lesson-customer-story\/\"  target=\"_blank\" class=\"button button-orange center\">Erfahren Sie mehr \u00fcber Tom Fontana und TheGuitarLesson.com <\/a>\n<\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\">Tom\u2019s site features over 300 video lessons, available at a variety of membership levels from free to paid. It makes great use of the MemberPress paywall to protect tons of high-quality video and instructional content.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wenn Sie also Tom w\u00e4ren, was w\u00fcrde es bedeuten, die Vorteile von TheGuitarLesson.com zu verkaufen und nicht seine Funktionen? Welche Art von Vorteilen bietet sein Unternehmen, die es wert sind, vermarktet zu werden?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Well, the site\u2019s main <strong>Funktion<\/strong> ist klar. Es ist eine Plattform, die Folgendes bietet <strong>Online-Video-Gitarrenunterricht<\/strong> f\u00fcr alle, die sich anmelden.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">F\u00fcr einige Kunden ist ein <strong>profitieren <\/strong>von Online-Gitarrenunterricht sein k\u00f6nnte <strong>Zug\u00e4nglichkeit<\/strong>. Dieser Vorteil k\u00f6nnte zum Beispiel f\u00fcr Menschen in abgelegenen Gebieten oder f\u00fcr Menschen mit Behinderungen interessant sein.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Accessibility would also be a benefit to a customer who doesn\u2019t have the time to go out and do in-person lessons. The flexibility to access guitar lessons whenever and from wherever could be a huge benefit to customers who have trouble clearing their schedules.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Eine weitere <strong>profitieren <\/strong>von Online-Musikunterricht sein k\u00f6nnte <strong>Datenschutz<\/strong>. F\u00fcr Introvertierte, die ihre unpassenden Akkordversuche nicht gerne mit einem Klassenzimmer voller Menschen teilen, w\u00e4re die Privatsph\u00e4re des Online-Unterrichts ein gro\u00dfer Vorteil.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Use_a_cheat_sheet\"><\/span>Verwenden Sie einen Spickzettel<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Drilling down to benefits from features can be a little confusing until you get the hang of it. But if you need to clear up any kind of marketing confusion, there\u2019s a tried-and-true solution \u2013 the good old fashioned <strong>Spickzettel<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/benefit-feature-chart.png\"><img decoding=\"async\" width=\"1024\" height=\"293\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/benefit-feature-chart-1024x293.png\" alt=\"\" class=\"wp-image-40807\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/benefit-feature-chart-1024x293.png 1024w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/benefit-feature-chart-300x86.png 300w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/benefit-feature-chart-768x220.png 768w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/benefit-feature-chart-1536x440.png 1536w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/benefit-feature-chart-593x170.png 593w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/benefit-feature-chart-840x241.png 840w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/benefit-feature-chart-1216x349.png 1216w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/benefit-feature-chart-700x201.png 700w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/benefit-feature-chart-156x45.png 156w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/benefit-feature-chart-1080x310.png 1080w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/benefit-feature-chart.png 1605w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">I typed mine up for looks, but a hand-drawn cheat sheet works just as well. Simply create a \u201cfeature\u201d column alongside a \u201cbenefits of that feature\u201d column, and put on your thinking cap.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You\u2019ll be surprised how quickly you can come up with a list of benefits when your site\u2019s features are presented to you in this format.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Use_Artificial_Intelligence\"><\/span>K\u00fcnstliche Intelligenz nutzen<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">If you really want to take the easy route (and who wouldn\u2019t!), you can leave the hard work to the machines.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/memberpress.com\/go\/conversion\/\" target=\"_blank\" rel=\"noopener nofollow sponsored\">Jaspis (alias Conversion.ai)<\/a> ist eine unglaubliche <strong>AI-Texterstellungssoftware<\/strong> die Inhalte f\u00fcr Sie erstellt. Es hat alle Arten von Next-Level-Vorlagen, die 100% Original-Inhalte generieren. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Eine dieser Vorlagen hei\u00dft w\u00f6rtlich <em>Merkmal zum Nutzen<\/em>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/jasper-feature-to-bene.jpg\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/jasper-feature-to-bene-1024x576.jpg\" alt=\"Screenshot mehrerer Jasper.ai-Vorlagen\" class=\"wp-image-41369\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/jasper-feature-to-bene-1024x576.jpg 1024w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/jasper-feature-to-bene-300x169.jpg 300w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/jasper-feature-to-bene-768x432.jpg 768w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/jasper-feature-to-bene-302x170.jpg 302w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/jasper-feature-to-bene-840x472.jpg 840w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/jasper-feature-to-bene-1216x684.jpg 1216w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/jasper-feature-to-bene-700x394.jpg 700w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/jasper-feature-to-bene-156x88.jpg 156w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/jasper-feature-to-bene-1080x607.jpg 1080w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/jasper-feature-to-bene.jpg 1480w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">To use Jasper\u2019s Feature to Benefit tool, you just type in a quick description of your product and choose a tone of voice. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Click \u201cGenerate AI Content\u201d, then Jasper gives you a list of benefits related to your product. Seems too good to be true, right? <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Im Screenshot unten habe ich eine kurze Beschreibung genau dieses Blogbeitrags eingegeben, und sehen Sie selbst:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/jasperai-screenshot.jpg\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/jasperai-screenshot-1024x576.jpg\" alt=\"\" class=\"wp-image-41370\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/jasperai-screenshot-1024x576.jpg 1024w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/jasperai-screenshot-300x169.jpg 300w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/jasperai-screenshot-768x432.jpg 768w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/jasperai-screenshot-302x170.jpg 302w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/jasperai-screenshot-840x472.jpg 840w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/jasperai-screenshot-1216x684.jpg 1216w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/jasperai-screenshot-700x394.jpg 700w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/jasperai-screenshot-156x88.jpg 156w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/jasperai-screenshot-1080x607.jpg 1080w, https:\/\/memberpress.com\/wp-content\/uploads\/2022\/08\/jasperai-screenshot.jpg 1480w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">When it comes to long-form content, the jury\u2019s still out on Jasper. Its output does require some editing. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But for short form, it\u2019s an incredible (and surprisingly affordable) resource \u2013 especially the Benefit to Feature tool. You can click the button below for pricing info. <\/p>\n\n\n\n<div class=\"block-mp-button-wrap\">\n\t<a id=\"button-block_6a55ea3c2d3f280fc40e0e7a508c8f0a\" href=\"https:\/\/memberpress.com\/go\/conversion\/\" rel=\"nofollow sponsored\" target=\"_blank\" class=\"button button-blue center\">Versuchen Sie Jasper.ai<\/a>\n<\/div>\n\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Schlussfolgerung<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Die Gr\u00fcndung eines Online-Unternehmens kann eine wirklich spannende Herausforderung sein. Aber es kann schwierig sein, sich von der Konkurrenz abzuheben.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But you\u2019ve got this! Just focus your marketing messages on <strong>how your business can improve people\u2019s lives<\/strong>und NICHT das, was Ihr Unternehmen tut. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wenn Sie das tun, werden Sie in k\u00fcrzester Zeit die Nase vorn haben.<\/p>\n\n\n\n<div class=\"full-width-cta blue image-left\">\n\t<div class=\"full-width-cta-container\">\n\t\t<div class=\"full-width-cta__image\">\n\t\t\t<img\n\t\t\t\tsrc=\"https:\/\/memberpress.com\/wp-content\/themes\/memberpress-theme\/images\/Girl1.webp\"\n\t\t\t\talt=\"CTA-Zeichen\"\n\t\t\t\tloading=\"lazy\"\n\t\t\t\twidth=\"379\" height=\"432\" srcset=\"https:\/\/memberpress.com\/wp-content\/themes\/memberpress-theme\/images\/transparent.gif 1w, https:\/\/memberpress.com\/wp-content\/themes\/memberpress-theme\/images\/Girl1-mobile.webp 449w, https:\/\/memberpress.com\/wp-content\/themes\/memberpress-theme\/images\/Girl1.webp 379w\" sizes=\"auto, (max-width: 767px) 1px, (max-width: 1023px) 449px, 379px\"\t\t\t>\n\t\t<\/div>\n\t\t<div class=\"full-width-cta__text\">\n\t\t\t<h3>Holen Sie sich MemberPress noch heute!<\/h3>\n\t\t\t<div><p>Lassen Sie sich f\u00fcr die von Ihnen erstellten Inhalte bezahlen.<\/p>\n<\/div>\n\t\t\t<div class=\"pricing-cta\">\n\t\t\t\t<a href=\"https:\/\/memberpress.com\/de\/plans\/pricing\/\" class=\"cta-button\">\n\t\t\t\t\tMemberPress jetzt kaufen\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/memberpress.com\/wp-content\/themes\/memberpress-theme\/images\/long-arrow-right-white.svg\" class=\"arrow-red\" alt=\"Pfeil\" width=\"20\" height=\"14\">\n\t\t\t\t<\/a>\n\t\t\t\t<a href=\"https:\/\/memberpress.com\/de\/features\">Alle Merkmale anzeigen<\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Wenn Ihnen dieser Artikel gefallen hat, sollten Sie <\/strong><a href=\"https:\/\/memberpress.com\/de\/subscribe-to-the-memberpress-blog\/\" target=\"_blank\" rel=\"noopener\"><strong>den MemberPress-Blog abonnieren<\/strong><\/a><strong>!<\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>Benefits versus features \u2013 it\u2019s a common enough phrase in the business world, particularly when it comes to sales. But what does this really mean? And how are you supposed to distinguish between features and benefits? For example, scalability. If a product tends to stay relevant and useful as your business grows, is that a [\u2026]<\/p>\n","protected":false},"author":60970,"featured_media":40844,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"complete","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"[\"62cf4e42c2f82\",\"wt2cyqvgnfk0\",\"bmbtjxcx9bs0\",\"3nwjz39y0xk0\",\"lyfu6qus0ts\",\"62cf51436474d\",\"85o2tiaxclw0\",\"goln292usf40\",\"2sdi4hj3ngo0\",\"z311yx8bthc0\",\"fi0py4p30y80\",\"6faj3orznps0\",\"9pi65jqoq0c0\",\"ag433l69le00\",\"lhcizi8va1s0\",\"hg5i4rf6z3c0\",\"932oeotkzyg0\",\"bw5zcz90w340\",\"ofen32da5w00\",\"imgft6dvzpc0\",\"zyt63isnj1c0\",\"68t63oqaxf40\",\"62cf4e42c3089\",\"ls5v512cwf4\",\"w09fdtiheww0\",\"j8ttqaki8yg0\",\"amsydqjslcs0\",\"8irevronbqo0\",\"xiprixgfenk0\",\"o9213wmqhps0\",\"7bbagpozn7g0\",\"9d7ydn8032o0\",\"5d7a2mbevas0\",\"q2ibdmuujn40\",\"scb5a77eyuo0\",\"ej3lg592vhs0\",\"h15p8mgbrbc0\",\"scvgepwerhs0\",\"onhxghsdbgg0\",\"doerp2s98xc0\",\"gpn58teazkg0\",\"539t08p2e9w0\"]","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"Reference article: https:\/\/blog.hubspot.com\/sales\/how-to-sell-benefits-not-features","footnotes":""},"categories":[69,144,134],"tags":[187,322,204,545],"class_list":["post-39549","post","type-post","status-publish","format-standard","has-post-thumbnail","category-advice","category-business","category-how-to-2","tag-marketing-strategies","tag-online-business","tag-sales","tag-successful-sales-strategy","entry"],"acf":{"plans":["scale"],"is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 5.0.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"Not every feature of your product is relevant to all customers. 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