The biggest sales mistake isn't weak closing. It's talking about what is done instead of what happens when it's done.
Founders sell processes. Buyers buy results.
Why feature-focused selling fails:
The biggest sales mistake isn't weak closing. It's talking about what is done instead of what happens when it's done.
Founders sell processes. Buyers buy results.
Why feature-focused selling fails:
Greater familiarity with the solution often leads to over-explaining how it works. That's backwards.
Expertise should make explanations simpler, not more complex
Feature-focused selling invites price shopping. Outcome-focused selling drives problem solving
The translation test
For every feature, ask "So what?"
So what?
Continue asking until the business outcome that matters is reached
The outcome hierarchy
Level 1: What is delivered (features)
Level 2: What that creates (benefits)
Level 3: What that means (outcomes)
Most founders stop at Level 1. Winners start at Level 3
The counterintuitive truth
The less that is said about how something is done, the more desire there is to buy it
Prospects assume competence. Purchases are driven by the result, not the process
Lead with the destination. The journey is logistics