Usually, I hate listicles. They are one of the laziest formats for blogging and feature articles, but Gong.io put the format to good use in a recent LinkedIn post titled “The 7 most horrifying sales call mistakes of 2019.” I would have gone with the “Seven Deadly Sins of Sales Calls,” but that is a minor editorial nit. Unlike most listicles, the post contained seven in-depth discussions of sales errors with supporting data.
And this data both supports the sales efforts of its clients and prospects and demonstrates the value of its Conversation Intelligence platform which assists with new rep onboarding and play recommendations.
For years, it has been gospel that sales reps should focus on a product’s unique value proposition and benefits. Features should be discussed when the prospect asks HOW, but should not be the focus of a sales pitch. In one graphic (see above), Gong has backed up this recommendation. What is amazing is how quickly a feature dump can sour a deal.
Feature dumping is to sales what bad breath is to dating. It kills “what could have been.”Chris Orlob, Senior Director, Product Marketing at Gong.io
Chris Orlob, Senior Product Marketing Director at Gong, argues that “Most salespeople are overtrained on their products and undertrained on sales skills.”
My experience is different. It’s not that sales reps are overtrained on features, but that they aren’t trained in how those features map to benefits and their product’s value proposition. They also lack specifics around use cases and how their product provides value to specific industries. This causes them to take a least common denominator approach and hope a feature resonates. It’s the proverbial spaghetti on the wall. But this strategy leads to feature dumping and relying on your prospect to map features to benefits and benefits to value. Reps need more sales training, but they also need to understand their value proposition in the context of each prospect.
Sales reps that understand the concerns of their prospect by industry, job function, job level, and company size and can map those concerns to buyers across the buying committee don’t engage in feature dumping. They focus on their product value in the context of the customer. Features are discussed when they are must haves (“We are GDPR compliant”), but only in detail when the technical buyer or end user requests such details.
I don’t want to recapitulate what is a very strong post from Orlob. Instead, I recommend that you go see what he has to say about steamrolling objections, grand finale product demos, and four other sales sins.