{"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\/fr\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/","title":{"rendered":"Comment vendre des avantages plut\u00f4t que des caract\u00e9ristiques et booster vos conversions"},"content":{"rendered":"<p>Avantages contre caract\u00e9ristiques - c'est une expression assez courante dans le monde des affaires, en particulier lorsqu'il s'agit de vente. Mais qu'est-ce que cela signifie vraiment ? Et comment faire la distinction entre les caract\u00e9ristiques et les avantages ?<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-69dee81c68dc8\" class=\"ez-toc-cssicon-toggle-label\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">CE QU'IL Y A \u00c0 L'INT\u00c9RIEUR<\/p>\n<span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/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-69dee81c68dc8\"  \/><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\/fr\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#Benefits_and_Features_Defined\" >Avantages et caract\u00e9ristiques, d\u00e9finis<\/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\/fr\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#What_is_a_feature\" >Qu'est-ce qu'une caract\u00e9ristique ?<\/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\/fr\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#What_is_a_benefit\" >Qu'est-ce qu'un avantage ?<\/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\/fr\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#So_What_Does_it_Mean_to_Sell_Benefits_Not_Features\" >Que signifie donc vendre des avantages et non des caract\u00e9ristiques ?<\/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\/fr\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#How_to_Sell_Benefits_Instead_of_Features\" >Comment vendre des avantages plut\u00f4t que des caract\u00e9ristiques<\/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\/fr\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#Understand_Your_Customers\" >Comprendre vos clients<\/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\/fr\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#Do_Your_Research\" >Faites vos recherches<\/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\/fr\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#Focus_on_Pain_Points\" >Se concentrer sur les points douloureux<\/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\/fr\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#Dont_Overdo_It\" >N'en faites pas trop !<\/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\/fr\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#Case_Study_TheGuitarLessoncom\" >\u00c9tude de cas 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\/fr\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#Use_a_cheat_sheet\" >Utiliser une antis\u00e8che<\/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\/fr\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#Use_Artificial_Intelligence\" >Utiliser l'intelligence artificielle<\/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\/fr\/blog\/how-to-sell-benefits-instead-of-features-boost-your-sales-success\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p>Par exemple, <strong>\u00e9volutivit\u00e9<\/strong>. Si un produit tend \u00e0 rester pertinent et utile au fur et \u00e0 mesure que votre entreprise se d\u00e9veloppe, s'agit-il d'un avantage ou d'une caract\u00e9ristique ?<\/p>\n\n\n\n<p>La distinction est souvent floue, mais il est tr\u00e8s important pour la vente de comprendre les diff\u00e9rences entre les avantages et les caract\u00e9ristiques. <\/p>\n\n\n\n<p>Si vous pouvez d\u00e9crire chacun de ces \u00e9l\u00e9ments \u00e0 vos clients potentiels, il vous sera beaucoup plus facile de leur prouver la valeur de votre entreprise.<\/p>\n\n\n\n<p>Dans cet article de blog, nous verrons comment vendre des avantages et non des caract\u00e9ristiques. Nous d\u00e9finirons \u00e9galement chacun de ces \u00e9l\u00e9ments et nous parlerons de la meilleure fa\u00e7on de d\u00e9crire les avantages et les caract\u00e9ristiques de votre produit \u00e0 vos clients potentiels. Alors, c'est parti !<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Benefits_and_Features_Defined\"><\/span>Avantages et caract\u00e9ristiques, d\u00e9finis<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Il est difficile d'entrer dans le vif du sujet sans disposer d'abord d'une d\u00e9finition op\u00e9rationnelle. Pour commencer, d\u00e9finissons ce que sont les avantages et les caract\u00e9ristiques.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_a_feature\"><\/span>Qu'est-ce qu'une caract\u00e9ristique ?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Contrairement \u00e0 l'ordre alphab\u00e9tique, commen\u00e7ons par les fonctionnalit\u00e9s. En termes commerciaux, une fonctionnalit\u00e9 est exactement ce qu'elle semble \u00eatre. <strong>Caract\u00e9ristiques<\/strong> sont des fonctions essentielles d'un produit ou d'un service qui aident \u00e0 d\u00e9finir ce qu'il est, ce qu'il fait et son objectif.<\/p>\n\n\n\n<p>Prenons l'exemple de MemberPress. A <em>caract\u00e9ristique<\/em> de MemberPress est qu'il fournit aux particuliers entreprenants et aux petites entreprises les outils dont ils ont besoin pour mon\u00e9tiser leurs sites WordPress.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_a_benefit\"><\/span>Qu'est-ce qu'un avantage ?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>A <strong>avantage <\/strong>est la mani\u00e8re dont les caract\u00e9ristiques d'un produit ou d'un service am\u00e9liorent r\u00e9ellement la vie d'une personne d'une mani\u00e8re ou d'une autre.<\/p>\n\n\n\n<p>Par exemple, MemberPress est une excellente plateforme qui permet de personnaliser le paywalling et qui est extr\u00eamement facile \u00e0 utiliser (ce sont des caract\u00e9ristiques). Gr\u00e2ce \u00e0 ces caract\u00e9ristiques, MemberPress reste utile m\u00eame si votre site Web est en cours de d\u00e9veloppement. <a href=\"https:\/\/memberpress.com\/fr\/blog\/4-ways-to-grow-your-business-with-a-free-membership-site\/\" target=\"_blank\" rel=\"noopener\">\u00e9chelles d'entreprise<\/a> - c'est un avantage.<\/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>Que signifie donc vendre des avantages et non des caract\u00e9ristiques ?<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=\"Caract\u00e9ristiques et avantages\" 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>Pensez \u00e0 un produit ou \u00e0 un service que vous utilisez. Ou mieux encore, pensez \u00e0 votre propre entreprise en ligne.<\/p>\n\n\n\n<p>Vous pouvez probablement d\u00e9crire ses caract\u00e9ristiques assez facilement. Que fait votre entreprise et comment le fait-elle ?<\/p>\n\n\n\n<p>Les avantages sont un peu plus difficiles \u00e0 d\u00e9crire. Avant de pouvoir d\u00e9crire les avantages \u00e0 vos clients, vous devez d'abord comprendre deux choses :<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Le produit lui-m\u00eame<\/li>\n\n\n\n<li>Objectifs et d\u00e9fis de l'acheteur<\/li>\n<\/ol>\n\n\n\n<p>Il est \u00e9vident qu'il est essentiel de comprendre votre activit\u00e9 pour pouvoir l'expliquer. Au-del\u00e0, vous devez comprendre ce que le client recherche et quels sont les d\u00e9fis auxquels il est confront\u00e9. <\/p>\n\n\n\n<p>Cela s'explique en partie par le fait que chaque acheteur est diff\u00e9rent - ce qu'une personne peut trouver avantageux n'est pas n\u00e9cessairement la m\u00eame chose pour un autre acheteur potentiel. Certaines choses que vous consid\u00e9rez comme des avantages peuvent \u00eatre totalement inutiles pour quelqu'un d'autre.<\/p>\n\n\n\n<p>C'est l\u00e0 que r\u00e9side la principale distinction entre les avantages et les caract\u00e9ristiques : Les caract\u00e9ristiques sont pertinentes pour tous les acheteurs potentiels. Les avantages, en revanche, peuvent varier d'une personne \u00e0 l'autre.<\/p>\n\n\n\n<p>Par exemple, MemberPress peut \u00eatre utilis\u00e9 \u00e0 diverses fins. Nos cr\u00e9ateurs font des choses comme :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Contenu de haute qualit\u00e9 payant<\/li>\n\n\n\n<li><a href=\"https:\/\/memberpress.com\/fr\/features\/easily-build-sell-courses\/\" target=\"_blank\" rel=\"noopener\">Cr\u00e9er des cours ou des quiz<\/a><\/li>\n\n\n\n<li>Mettre en \u0153uvre <a href=\"https:\/\/memberpress.com\/fr\/blog\/the-skinny-on-drip-content\/\" target=\"_blank\" rel=\"noopener\">le contenu s'\u00e9goutte<\/a><\/li>\n\n\n\n<li>Cr\u00e9er diff\u00e9rents niveaux d'adh\u00e9sion<\/li>\n\n\n\n<li>Cr\u00e9er des sites d'adh\u00e9sion de type \"buffet<\/li>\n\n\n\n<li>Offrir \u00e0 leurs utilisateurs des coupons personnalisables<\/li>\n\n\n\n<li>Et ainsi de suite<\/li>\n<\/ul>\n\n\n\n<p>Et tous ces cas d'utilisation pr\u00e9sentent des avantages diff\u00e9rents. Par exemple...<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Le paywalling permet aux cr\u00e9ateurs d'avoir l'esprit tranquille en sachant que leur contenu est prot\u00e9g\u00e9 des regards non payants.<\/li>\n\n\n\n<li>Le fait de disposer d'un syst\u00e8me de gestion de contenu int\u00e9gr\u00e9 facilite grandement l'\u00e9laboration des cours.<\/li>\n\n\n\n<li>Des niveaux d'adh\u00e9sion vari\u00e9s permettent \u00e0 un cr\u00e9ateur d'attirer de nouveaux membres en offrant une partie du contenu gratuitement.<\/li>\n\n\n\n<li>L'enrichissement du contenu permet aux clients d'en redemander et d'en conserver la fra\u00eecheur.<\/li>\n<\/ul>\n\n\n\n<p>Comme vous pouvez le constater, pour vendre des caract\u00e9ristiques, vous devez comprendre le produit ou le service. Pour vendre des avantages, vous devez comprendre le client qui l'ach\u00e8te.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_Sell_Benefits_Instead_of_Features\"><\/span>Comment vendre des avantages plut\u00f4t que des caract\u00e9ristiques<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=\"D\u00e9couvrez les avantages\" 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>En d\u00e9finitive, les avantages d\u00e9pendent davantage du client que du produit ou du service lui-m\u00eame. Il s'agit de savoir comment la vie du client va s'am\u00e9liorer gr\u00e2ce \u00e0 l'achat, plut\u00f4t que de s'int\u00e9resser \u00e0 ce que fait le produit.<\/p>\n\n\n\n<p>Y a-t-il un chevauchement entre ces \u00e9l\u00e9ments ? Bien s\u00fbr ! Mais l'astuce r\u00e9side dans l'orientation de l'information. <\/p>\n\n\n\n<p>Si vous concentrez vos arguments sur les avantages pour une personne sp\u00e9cifique, vous constaterez qu'elle sera beaucoup plus susceptible d'\u00eatre int\u00e9ress\u00e9e.<\/p>\n\n\n\n<p>Voici quelques conseils que vous pouvez suivre lorsque vous essayez de vendre un produit sur la base de ses avantages.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Understand_Your_Customers\"><\/span>Comprendre vos clients<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Je ne saurais trop insister sur l'importance de ce point. Pour r\u00e9aliser un argumentaire de vente efficace, vous devez comprendre ce qui int\u00e9resse votre client. <\/p>\n\n\n\n<p>Si vous ne comprenez pas votre client (et de nombreuses personnes ne se sentent pas comprises par les entreprises aupr\u00e8s desquelles elles ach\u00e8tent), vous avez des probl\u00e8mes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Do_Your_Research\"><\/span>Faites vos recherches<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>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\">\u00e9coute sociale<\/a>. <\/p>\n\n\n\n<p>Il s'agit de partir \u00e0 la recherche de ce que veulent vos clients. D\u00e9couvrez leurs espoirs, leurs r\u00eaves, leurs pens\u00e9es et leurs projets.\u00a0<\/p>\n\n\n\n<p>Une fois que vous avez compris vos clients et ce qu'ils recherchent, vous \u00eates en mesure de leur pr\u00e9senter votre produit ou service. Personnalisez-le. Sinon, vous risquez d'avoir l'impression que votre message est g\u00e9n\u00e9rique, inint\u00e9ressant ou sans rapport avec leur situation.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Focus_on_Pain_Points\"><\/span>Se concentrer sur les points douloureux<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>D'une mani\u00e8re g\u00e9n\u00e9rale, les points douloureux sont des probl\u00e8mes sp\u00e9cifiques rencontr\u00e9s par vos clients. Ce sont ces probl\u00e8mes que votre entreprise et\/ou votre produit doivent contribuer \u00e0 r\u00e9soudre.<\/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=\"Le pouce sur le point de toucher la pointe d&#039;une punaise pour illustrer les points de douleur des clients\" 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>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>aborde et \u00e9limine<\/em> ces points de douleur.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dont_Overdo_It\"><\/span>N'en faites pas trop !<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Imaginons que vous souhaitiez cr\u00e9er une publicit\u00e9 sur Facebook pour promouvoir votre cours en ligne. Vous disposez d'un espace d'environ 1 200 x 1 200 pixels pour accrocher votre client. Ce n'est pas beaucoup d'espace pour travailler, et vous devez donc faire preuve d'intentionnalit\u00e9.<\/p>\n\n\n\n<p>Mais la bonne nouvelle, c'est que lorsqu'il s'agit de vendre des avantages, la qualit\u00e9 prime sur la quantit\u00e9. Votre cours offre probablement des centaines d'avantages, mais vous n'avez pas besoin de les pr\u00e9senter tous dans une seule annonce.<\/p>\n\n\n\n<p>R\u00e9fl\u00e9chissez aux avantages les plus pertinents pour le client que vous souhaitez cibler. Approfondissez ensuite la question en abordant un ou deux domaines.\u00a0<\/p>\n\n\n\n<p>Lorsque vous pr\u00e9sentez trop d'avantages dans un seul discours, cela peut sembler inauthentique et m\u00eame d\u00e9routant.\u00a0<\/p>\n\n\n\n<p>Si vous passez dix minutes \u00e0 parler de deux avantages, vous pouvez entrer dans les d\u00e9tails. Mais si vous passez le m\u00eame temps \u00e0 expliquer les deux fa\u00e7ons dont votre entreprise peut r\u00e9pondre \u00e0 deux probl\u00e8mes majeurs...<\/p>\n\n\n\n<p>Comme je l'ai dit, la qualit\u00e9 prime sur la quantit\u00e9. Soyez d\u00e9taill\u00e9, cibl\u00e9 et pr\u00e9cis. Vos clients vous en remercieront probablement en effectuant un achat.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Case_Study_TheGuitarLessoncom\"><\/span>\u00c9tude de cas : 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=\"raM0e9uogPGVKCdENOknf8wYBiPQjDtXllkz4If7Kuv0BTQ36g4qATxHFwbLpqWRLyMr9cAoJFVCHhZcUbashO2ydjD6\"><div class=\"responsive-video\"><iframe title=\"Histoires de clients : Un professeur de musique passe au virtuel et gagne sa vie \u00e0 temps plein gr\u00e2ce \u00e0 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>Imaginez que vous \u00eates Tom Fontana, le propri\u00e9taire et guitariste extraordinaire de l'entreprise <a href=\"https:\/\/www.theguitarlesson.com\/\" target=\"_blank\" rel=\"noopener nofollow\">TheGuitarLesson.com<\/a>une entreprise en ligne bas\u00e9e sur MemberPress.<\/p>\n\n\n\n<div class=\"block-mp-button-wrap\">\n\t<a id=\"button-block_04c31de717a9fb302c6daf87544524f8\" href=\"https:\/\/memberpress.com\/fr\/blog\/the-guitar-lesson-customer-story\/\"  target=\"_blank\" class=\"button button-orange center\">En savoir plus sur Tom Fontana et TheGuitarLesson.com <\/a>\n<\/div>\n\n\n\n\n<p>Le site de Tom propose plus de 300 le\u00e7ons vid\u00e9o, disponibles \u00e0 diff\u00e9rents niveaux d'adh\u00e9sion, du gratuit au payant. Il utilise \u00e0 merveille le paywall MemberPress pour prot\u00e9ger des tonnes de vid\u00e9os et de contenus p\u00e9dagogiques de haute qualit\u00e9.<\/p>\n\n\n\n<p>Donc, si vous \u00e9tiez Tom, que signifierait vendre les avantages de TheGuitarLesson.com plut\u00f4t que ses caract\u00e9ristiques ? Quels sont les avantages offerts par son entreprise qui m\u00e9ritent d'\u00eatre commercialis\u00e9s ?<\/p>\n\n\n\n<p>Eh bien, le site principal <strong>caract\u00e9ristique<\/strong> est clair. Il s'agit d'une plateforme qui offre <strong>le\u00e7ons de guitare vid\u00e9o en ligne<\/strong> \u00e0 tous ceux qui s'inscrivent.<\/p>\n\n\n\n<p>Pour certains clients, un <strong>avantage <\/strong>de cours de guitare en ligne pourrait \u00eatre <strong>l'accessibilit\u00e9<\/strong>. Par exemple, cette prestation peut int\u00e9resser les personnes vivant dans des r\u00e9gions isol\u00e9es ou les personnes handicap\u00e9es.<\/p>\n\n\n\n<p>L'accessibilit\u00e9 est \u00e9galement un avantage pour les clients qui n'ont pas le temps de se d\u00e9placer et de suivre des cours en personne. La possibilit\u00e9 d'acc\u00e9der \u00e0 des cours de guitare \u00e0 n'importe quel moment et depuis n'importe quel endroit pourrait \u00eatre un avantage consid\u00e9rable pour les clients qui ont des difficult\u00e9s \u00e0 organiser leur emploi du temps.<\/p>\n\n\n\n<p>Autre <strong>avantage <\/strong>de cours de musique en ligne peut \u00eatre <strong>vie priv\u00e9e<\/strong>. Pour les introvertis qui ne sont pas tr\u00e8s enthousiastes \u00e0 l'id\u00e9e de partager leurs tentatives d'accords malhabiles avec une salle de classe pleine de monde, la confidentialit\u00e9 des cours en ligne pr\u00e9senterait un avantage significatif.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Use_a_cheat_sheet\"><\/span>Utiliser une antis\u00e8che<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>La recherche des avantages \u00e0 partir des caract\u00e9ristiques peut \u00eatre un peu d\u00e9routante jusqu'\u00e0 ce que l'on s'y habitue. Mais si vous avez besoin de dissiper toute confusion en mati\u00e8re de marketing, il existe une solution qui a fait ses preuves : la bonne vieille m\u00e9thode des \"avantages\". <strong>antis\u00e8che<\/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>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>Vous serez surpris de la rapidit\u00e9 avec laquelle vous pourrez dresser une liste d'avantages lorsque les caract\u00e9ristiques de votre site vous seront pr\u00e9sent\u00e9es sous cette forme.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Use_Artificial_Intelligence\"><\/span>Utiliser l'intelligence artificielle<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Si vous voulez vraiment opter pour la facilit\u00e9 (et qui ne le ferait pas !), vous pouvez laisser le travail difficile aux machines.<\/p>\n\n\n\n<p><a href=\"https:\/\/memberpress.com\/go\/conversion\/\" target=\"_blank\" rel=\"noopener nofollow sponsored\">Jasper (alias Conversion.ai)<\/a> est une incroyable <strong>Logiciel de r\u00e9daction AI<\/strong> qui cr\u00e9e du contenu pour vous. Il propose toutes sortes de mod\u00e8les de haut niveau qui g\u00e9n\u00e8rent 100% de contenu original. <\/p>\n\n\n\n<p>L'un de ces mod\u00e8les est litt\u00e9ralement appel\u00e9 <em>De la fonctionnalit\u00e9 au b\u00e9n\u00e9fice<\/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=\"Capture d&#039;\u00e9cran de plusieurs mod\u00e8les Jasper.ai\" 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>Pour utiliser l'outil \"Feature to Benefit\" de Jasper, il vous suffit de saisir une br\u00e8ve description de votre produit et de choisir un ton de voix. <\/p>\n\n\n\n<p>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>Dans la capture d'\u00e9cran ci-dessous, j'ai saisi une br\u00e8ve description de ce m\u00eame article de blog, et vous pouvez le constater par vous-m\u00eame :<\/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>En ce qui concerne les contenus de longue dur\u00e9e, Jasper n'a pas encore fait ses preuves. Sa production n\u00e9cessite un certain travail d'\u00e9dition. <\/p>\n\n\n\n<p>Mais pour les formulaires courts, c'est une ressource incroyable (et \u00e9tonnamment abordable) - en particulier l'outil Benefit to Feature. Vous pouvez cliquer sur le bouton ci-dessous pour obtenir des informations sur les prix. <\/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\">Essayez Jasper.ai<\/a>\n<\/div>\n\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Cr\u00e9er une entreprise en ligne peut \u00eatre un d\u00e9fi passionnant. Mais il peut \u00eatre difficile de se d\u00e9marquer de la concurrence.<\/p>\n\n\n\n<p>Mais vous avez ce qu'il faut ! Il vous suffit de concentrer vos messages marketing sur <strong>comment votre entreprise peut am\u00e9liorer la vie des gens<\/strong>et NON ce que fait votre entreprise. <\/p>\n\n\n\n<p>Faites-le et vous vous retrouverez rapidement en t\u00eate du peloton.<\/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=\"caract\u00e8re cta\"\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>Obtenez MemberPress d\u00e8s aujourd'hui !<\/h3>\n\t\t\t<div><p>Commencez \u00e0 \u00eatre pay\u00e9 pour le contenu que vous cr\u00e9ez.<\/p>\n<\/div>\n\t\t\t<div class=\"pricing-cta\">\n\t\t\t\t<a href=\"https:\/\/memberpress.com\/fr\/plans\/pricing\/\" class=\"cta-button\">\n\t\t\t\t\tObtenir MemberPress maintenant\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=\"fl\u00e8che\" width=\"20\" height=\"14\">\n\t\t\t\t<\/a>\n\t\t\t\t<a href=\"https:\/\/memberpress.com\/fr\/features\">Voir toutes les caract\u00e9ristiques<\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<p><strong>Si vous avez aim\u00e9 cet article, n'h\u00e9sitez pas \u00e0 <\/strong><a href=\"https:\/\/memberpress.com\/fr\/subscribe-to-the-memberpress-blog\/\" target=\"_blank\" rel=\"noopener\"><strong>s'abonner au blog MemberPress<\/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":{"0":"post-39549","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-advice","8":"category-business","9":"category-how-to-2","10":"tag-marketing-strategies","11":"tag-online-business","12":"tag-sales","13":"tag-successful-sales-strategy","14":"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 4.9.5.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"Not every feature of your product is relevant to all customers. 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