O'Reilly logo

You Can’t Teach a Kid to Ride a Bike at a Seminar, 2nd Edition: Sandler Training’s 7-Step System for Successful Selling by David Mattson, David Sandler

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

It sounds heretical for a sales trainer to say, “Stop selling features and benefits,” doesn’t it? Traditionalists have been preaching features-and-benefits selling for ages. Apparently they think it gets results, but I think it’s a lot of unnecessary hard work. It’s merely a safe way to sell unproductively. At best, it’s arm’s-length selling, and it’s not effective today. Features and benefits do not lead people to make buying decisions. Features and benefits merely confuse the issue.

Try the following exercise. On a piece of paper draw a vertical line down the center of the page. At the top left side, write your company’s name. Across the page, on the top right side, write the name of your major competitor. Down the left side of the page write ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required