I am a very happy Peugeot owner and recently dropped in to my local dealer to check out the latest addition to the range, the compact SUV Peugeot 3008.

The salesman showed me through the top of the range model with all the bells and whistles. It certainly had a lot of features but the salesman made an age old marketing/sales mistake - he simply showed me the features but didn't explain their benefits. The problem with this technique is that it relies on the customer (i.e. me) to figure out what the benefit of each feature is.

The best example of this was the heads-up display that shows the speed and other key driving information on a little screen above the dashboard. I thought it was a bit fancy but I didn't understand what was so useful about it, until I saw the following banner ad on a website.

[Click video to play]

While the salesman missed the opportunity, I must give two thumbs up to the marketing department at Peugeot for this simple banner ad that highlights the clear benefits of the heads-up display. It turned the lights on for me (excuse the pun) and once I realised the safety benefits, my attitude to the 3008 changed.

So the lesson from this experience is nothing new, but sometimes it's worth reminding ourselves of the fundamentals such as talking about benefits not just features.

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Posted in: General, Strategy