What is it?

Describe your offering in terms of Features (specific attributes), and then translate these into functional Benefits.

Features include not only specific physical product characteristics, but also services that touch the customer, such as financing, shipping, training, etc. Functional benefits are clear, tangible, favorable outcomes that the customer enjoys from certain features.

What to do

List all of the differentiated features of your offering. Next list the unique functional benefits provided to this customer only by your offering.

Be sure to include only those truly unique features and benefits (i.e., those not provided by your competitor), or those where your offering is clearly superior to the NBCA.

Then, click the "Link" button to map each Benefit to the Feature(s) that provide it to this customer.