If you’ve ever cooked noodles you know that you can determine if they are done by throwing the noodle against the wall to see if it sticks. If it does, then it’s done. When I think of ‘features and benefits’, I think of someone throwing a whole pot of noodles against the wall to see what sticks.
What is ‘features and benefits’? Well, Dale Carnegie would say that by listing all of the features of your product and all the benefits that will come to you as a result of using this product, that you’ll finally say enough and hit on something your prospect may find important.
When I hear a sales person start up with features and benefits, I immediately peg them as old-fashioned and get turned off. It doesn’t work anymore. We’re too sophisticated and we’re used to people trying to sell to us. It’s about as effective as throwing a pot of pasta against the wall. It also has the unfortunate side effect of making the sales person seem smarmy and outdated.
This brings to my mind the character of Gil Gunderson on ‘The Simpsons’–a hapless, nervous, paranoid, salesman who uses old-fashioned...