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Why Selling Features and Benefits Doesn't Work

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To set yourself apart from the competition, you need more than just traditional sales tactics that emphasize features and benefits. If you rely solely on these, the only thing distinguishing you might be the company name on your business card—or perhaps your charming smile. But let’s be honest, you need more than that to stand out!

An Exercise to Differentiate Your Sales Approach: Grab a piece of paper or open a document and draw a vertical line down the center. At the top left, write your company’s name. Across from it, on the top right, write the name of your biggest competitor. Number the left side 1, 2, and 3, and do the same on the right side. Under your company’s name, list the top three benefits of your product or service. Why do people choose you? Does your product increase profits, maximize efficiency, or offer ease of use? Is your customer support exceptional?

Now, imagine you were fired and immediately hired by your top competitor (the one you listed on the right). Prospective buyers are hearing similar features and benefits from both sides. When you present with the same old script, chances are they’ve already heard it all—from the competition!

The Key to Successful Selling: Emotion Over Features

So, if listing features and benefits doesn’t persuade buyers, what does? Emotions. Studies show that people make buying decisions based on emotions and justify those choices intellectually. While benefits like increased profits, maximum efficiency, and ease of use appeal to logic, they often miss the emotional connection needed to close the sale.

Focus on Pain, Not Just Features

Top sales professionals understand that to make a genuine impact, they must identify and address the pain points—the emotional triggers stopping prospects from reaching their goals. Pain drives decisions more than any other emotion. That’s why successful salespeople avoid pitching features and benefits; instead, they focus on what’s holding the buyer back.

To do this, find out what worries, frustrates, or alarms your prospect. Is there something that affects their status or performance within their organization? A true professional identifies pain points that carry a strong emotional weight and starts a conversation around them. The goal is to uncover what’s causing discomfort and determine if you can provide a solution.

Ask the Right Questions to Expose Pain

Shift your focus away from features and benefits and dive deeper to uncover the real motivations behind your prospect’s needs. Ask insightful questions that reveal their pain, using their own words to describe it. When prospects feel that pain, especially if it’s immediate, they’re much more motivated to act. If you can demonstrate how your product or service can alleviate their pain, you’re one step closer to closing the deal.

The Bottom Line: Tap Into Pain for Sales Success

Set aside traditional feature-focused pitches. Instead, identify the emotional impact of pain, engage prospects in meaningful conversations, and position your solution as the remedy. By addressing the pain directly, you create a powerful emotional connection that moves your prospect closer to a decision.

Ready to take your sales skills to the next level? Discover how to uncover your prospects' pain points and close more deals by joining our free Sandler ‘Crash a Class’ session. Click here to reserve your spot and experience professional sales training in action. Don’t miss out on this opportunity to elevate your sales approach!