Command: Features & Benefits

Most people in Sales know that leading with factual statements about products is not what entices a purchase.  Consumers are searching for the sizzle of "what's in it for me" and how the product or service can add value to their lives. 

Features are factual statements.  In my world, features include "3 Amazing Theme Parks", "Over 40 Rides, Shows & Attractions" and "6 Uniquely Themed Hotels".

Looking at it through the lens of Benefits ("what's in it for me"), I'd describe my world as "A complete vacation destination where every member of the family will have the time of their life.  A place where you can be bold, let loose and connect while being your real selves".  Now that sizzles! 

We are familiar with the features and benefits of products, but how about ourselves?  At work, your peers are likely aware of what you do but less likely with the benefits you distinctly provide.  Just like selling benefits over features, you should demonstrate the value you provide to the team.  By focusing on WIIFT "what's in it for them" you can distinguish yourself as the "go-to" person for tasks aligned with what you naturally do best, leading to personal happiness, productivity and success. 

One path towards clarifying the unique benefits you provide in the workplace can be found by identifying your Signature Talent Themes through StrengthsFinder.   I recently conducted a workshop where I provided Talent Theme Insights for each individual.  From those insights, I asked each person to craft a benefits statement about themselves using words to describe their unique StrengthsFinder Talent Themes.     

For example, here is the exclusive benefit I deliver to my organization by leveraging my own strengths;

"I am an optimistic pace-setter fascinated by tomorrow.  In any situation, you can count on me to think outside the box and find the best way forward".  

My Top 5 Signature Talent Themes are peppered throughout this statement.  "Optimistic pace-setter fascinated with tomorrow" aligns with Positivity (#4) , Achiever (#5) and Futuristc (#3).  Thinking outside the box to find the best way forward leans into Ideation (#2) and Strategic (#1)

This type of role clarity can be powerful in the workplace.  With a true understanding of the unique value we each bring to the team, there can be less chaos and confusion and more understanding and collaboration. 

The StrengthsFinder Talent Theme most likely to confront the ambiguity of job "features" in search of the clarity of job "benefits" is the Talent Theme Command.  Command is one of the rarest StrengthsFinder Talent Themes to appear in "Top 5" lists globally (#33 at last count). 

People with Command are not frightened by confrontation and realize that conflict is the first step towards resolution.  They see what needs to be done or changed and speak up.  Command delivers decisiveness and emotional clarity. 

In a workplace where others might complain about working conditions or role clarity, people with Command will naturally step up.  They have a presence and a natural ability to shine a light directly on what is often avoided or unstated which gives them focus to resolve conflicts and misunderstandings. 

A feature of Command is that it is rare.  The benefit of Command is that it provides Clarity and Decisiveness.  Sold! 

Here are some ways to help people with Command take command and add value in the workplace;

* Their assertiveness is what makes them effective.  Help them communicate their value and potential vulnerabilities to their peers and have them partner with people with Relationship Building Talent Themes on projects (like Empathy and Woo).

* Help the discover a cause they believe in.  They are at their best when supporting a defending a cause in the face of some resistance. 

* Help them evaluate opportunities or situations where they have the room and capacity to lead and make decisions and where they can use their persuasiveness to positively influence projects and people.

I am currently serving 20 years to life as the Sr. Director of Destination Experiences at Universal Orlando Resort.  I'm an optimistic pace-setter fascinated by tomorrow.  In any situation, you can count on me to think outside the box and find the best way forward.  I prefer white-water rapids over data lakes and include Ideation, Futuristic and Positivity amongst my signature talents.    Find me on Twitter @dpddonovan and Instagram @strengthszone  


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