Why Feature-Selling Fails
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features? And we all know what happened to the Edsel.
”The Only Thing We Have To Fear Is Fear Itself”
- Franklin D. Roosevelt
Let’s face it, after spending a good part of your business life creating the best product or service at the best possible price, to then say, now I am going to sell it by never mentioning any of the features, is for most people, an impossible concept to wrap their heads around. But then that’s one of the reasons why some companies make it big, while other don’t. If Joe Boxer and Victoria’s Secret sold underwear based on thread-count, how many boxers and bras do you think they would sell; or if your favorite lipstick manufacturer touted the quality of their beeswax and plant-stain formulae, how well do you think they would do? Yet companies continue to promote feature enhancements as if they where the answer to
