Comments on: The Death of Feature, Function, Benefit Selling https://smallbusinessmarketingconsultant.com/the-death-of-feature-function-benefit-selling/ small business marketing consultant Fri, 09 Dec 2011 18:36:49 +0000 hourly 1 https://wordpress.org/?v=6.8.3 By: JHLundin https://smallbusinessmarketingconsultant.com/the-death-of-feature-function-benefit-selling/comment-page-1/#comment-687 Sat, 18 Jun 2011 18:13:00 +0000 https://smallbusinessmarketingconsultant.com/?p=1401#comment-687 Getting and keeping someone’s attention is critical… Tom Davenport has been working on the Attention Economy that I would imagine that you would like:

http://en.wikipedia.org/wiki/Attention_economy

]]> By: hamilton https://smallbusinessmarketingconsultant.com/the-death-of-feature-function-benefit-selling/comment-page-1/#comment-686 Sat, 18 Jun 2011 18:00:38 +0000 https://smallbusinessmarketingconsultant.com/?p=1401#comment-686 Thanks for your insight. FFB is better than nothing, or, at least, better than FF. But it needs a heavy dose of story to get people to stick around long enough to get the message.

]]> By: JHLundin https://smallbusinessmarketingconsultant.com/the-death-of-feature-function-benefit-selling/comment-page-1/#comment-685 Sat, 18 Jun 2011 15:43:43 +0000 https://smallbusinessmarketingconsultant.com/?p=1401#comment-685 While I agree that there are alternative methods in selling what I sell every day (technology products and services… and I used to compete against IBM in the very days you are mentioning), FFB moves most techies to discuss the *business* motivation for their products/services *and* it educates the customer about the space *and* it works to exclude the competitors for specific features. So, in short, FFB isn’t dead, but could use some polish and examples (the ‘story’) and a better pricing strategy (the ‘trial’) to insure benefit realization and satisfaction…

I run into examples of self enamored techies who talk features, features, features and *never* get to any benefit. Rookies in the technology space would do well to use FFB as a foundation and polish it other techniques as needed… Technology sales need to educate the customer and translate the technology into what organizational benefit is derived.

Long live Feature, Function, Benefit…

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