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 ...
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