Why Selling Features And Benefits Is Costing You Lost Sales

From IBM to Fidelity, selling professionals are taught to sell features and benefits. The “part” of the brain that makes the buying decision does not buy features and benefits. If you’re caught on selling features and benefits, you’re losing money!

Features and benefits comes from the left side of the brain and reveals "what" people think.  That is not what moves buying decisions.

"How" people think is what moves people to action- and it comes from the right side of the brain.  

Persuasion is 5% content and 95% process.  5% conscious-95% unconscious

So how do I reach the 95% unconscious to make the sale?  The simple answer is to tell stories.  You've heard the old saying, "facts tell, stories sell"...well its trues.  Turn your features and benefits into stories.  How did this feature help you, help others.  How did it change your life?

I just bought a refrigerator and the man tried to tell me how big the compressor was and details of the mechanical aspects of the refrigerator.  He might as well have been speaking chinese because I'm not handy.  Infact, when people call the house and ask my wife if I'm handy, she'll say no, but he's here. :)

I just want to know if this refrigerator will effectively perserve my food.  A story about how the bottom freezer is better than a top freezer because it saved the ice cream from falling out and landing on my foot would help too.  Saving my foot is more important to me than the size of the compressor.  Enjoy!