S#!t That Doesn’t Work #1

Feature function is best defined as “what” a product does and/or has. It’s very intellectual. Selling with feature function doesn’t work any longer. Pre-Google, it was necessary. Buyers had no way to understand how products worked or what specifications were available. The sales team was their primary source for knowledge. Now, Google wins. I can find out EVERYTHING about your product online. And I can find out EVERYTHING about your competitor’s product. And if I can’t find out about yours, I won’t even consider you. Many “product” people (you know them… the ones who sit in your office, never talk to a customer and design your product) in your companies literally LIVE in the product set. Often the product people reside in the marketing function. Therefore, any education you get is product specific – all feature function. BLEHHHH!!!! Buyers don’t give a s#*t about feature and functions. They give a s#*t about the outcome they’re seeking. The way they get it is so less important. If you’re selling primarily on pitching feature/function and can’t understand why you never hear back from the majority of your prospects, I bet I know why. Feature/function selling doesn’t work.