Why Feature-Selling Fails
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concerning features is secondary to the decision to buy the experience. So if selling the experience works so well for Apple and countless other consumer product companies, why wouldn’t it work for you?
”Everybody Lies”
- Hugh Laurie as Dr. Gregory House
The biggest obstacle for business-to-business companies to overcome in marketing their products and services through experience-inducing advertising is fear. There is a certain false-comfort in selling logic to prospects, and of course if you ask a customer why they purchased X or Y, they are bound to give you a logical feature-based answer, but like my favorite television doctor says, “all patients lie,” and I believe the same can be said for prospects. Wasn’t this one of the major lessons learned by the Ford Motor Company when they built the Edsel based on consumer-requested
