Why Feature-Selling Fails
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increased sales and marketing success.
Features Motivate Prospects To Comparison Shop
The trouble with promoting features is that it motivates prospects to comparison shop and no matter what features you offer today, you can be sure your competitors have better ones just waiting to be dumped on the market, making your stuff inferior by comparison. And when the feature battles reach their version of a cold-war stalemate, the only thing left to compete on is price, and that is a place few companies really want to go.
’The Paradox of Choice’
Barry Schwartz, psychology professor at Swarthmore College and author of the book, ‘The Paradox of Choice’ points out that, “People can’t ignore options – they have to pay attention to them. If they make a choice, is there another choice that would have been better? There’s more
