Benefit aspects
Utility aspects of deliverables (i.e., products and services) consist of core and collateral benefits. During purchasing, the differentiation in the two kinds of benefit facilitates the prioritization of the different alternatives. Expenses and revenues determine core benefits. It is the objective reason for buying. Emotional aspects mainly express collateral benefits. It facilitates, for example, decision making between alternative offers similar core benefit. It is possible to select the option with most collateral benefit for the same price in a case like this.
Benefit aspects consist of core benefits and additional benefits.
- Core benefit
Core benefits are the concrete advantages that are described by economic, functional, and qualitative criteria. They explain the reason for purchasing a deliverable with objective key figures. This includes price and functionality, e.g., a car is the transport from A to B. Beyond that, quality criteria determine the core benefit - effectiveness, efficiency, maintainability, portability, usability, and reliability.
- Collateral benefit
Collateral benefit demonstrates subjective advantages that are determined by emotional, societal, and intangible criteria. Although they are not an objective part of the deliverable, they play a large role in the procurement. On the border to the core benefit is the design closely connected to usability and makes the deliverable attractive through branding and styling. Further aspects are additional contributions, such as consulting, packaging, financing, training, and guarantee.
As soon as you have identified a customer benefit, it would be best if you resisted the impulse not to look any further. In all cases, additional advantages can be found for the customer that make the offer more attractive.