#43 Stop Selling Features And Start Closing On Results (Here's How)

#43: Stop Selling Features And Start Closing On Results (Here's How)

Read Time: 3 min

Big Announcement
We are now running two founder-led sales cohorts concurrently. One will be focused on B2B mid-market/enterprise sales. The other will be focused on B2C / SMB transactional sales. We are onboarding founding teams for our next FLS B2B cohort, which will begin on March 6, and our B2C / SMB cohort will begin on March 28. 

These accelerators are filling up extremely fast. We have 6 spots available between both cohorts. If you’re ready to level up, do not procrastinate. Go ahead and book a call with me here.

Today, I will discuss why prospects are not interested in features. They’re interested in the results. Pay attention because this is an important one.

This information, when shared with our clients, completely transformed the way they looked at their business and delivered value both on their demos’ and in the content they put in their outreach.

What I consistently see is founders trying to sell features. Prospects buy the relief or elimination of a problem, not the vessel that delivers it.

Your goal should always be to deliver happiness.

~Tony Hsieh 

Let’s take a look at this piece of advertising gold by Porsche.

What is Porsche selling here? Are they selling features? Are they selling looks? Are they selling speed, luxury, or social clout?

Nope.

They’re selling a dream being fulfilled. Many kids, myself included, had posters of cars like this on their walls, dreaming of one day owning one. Porsche is selling that dream for so many kids, being made real. It’s brilliant.

You’re doing the same thing.

Let’s look at some of the biggest companies and what they sell.

• What does Netflix sell = entertainment on demand

• What does Salesforce sell = organization

• What does Facebook sell = connection

• What does X sell = freedom of speech

• What does Amazon sell = time

These are the centralized themes of what these companies sell. And how do they deliver on that experience - through a process of understanding the needs of their customers and delivering that experience through the product.

Customers come to you because they want to stop thinking about a problem. They’re not looking for relief; they’re looking for a solution. Features are a relief. Results are a solution.

Here are examples of results.

• Faster sales cycle

• Bigger contract sizes

• We help you ship 3x faster.

• Stronger customer retention

• A 40% reduction in manual work

• A 60% reduction in operational expenses

• Better and more accurate decision-making

• A 30% increase in NPS score resulting in stronger LTV

The more granular and quantifiable you can be with your results, the stronger they are. Your customers are buying these things.

Here’s what Rampd sells.

• Lower customer acquisition cost (CAC)

• Decrease in burn rates on cash

• Higher customer retention

• A clear path to 1M+ in ARR

• Validation of your product

• Predictable framework

• Faster sales cycles

• Bigger deal sizes

• Stronger LTV

• Confidence

• Survival

• Clarity

Wouldn’t it sound silly If I were to say I sell scripts, templates, coaching, talk tracks, and call feedback? It would sound ridiculous, and very few clients would move forward.

This is what you sound like when you say things like better dashboards, code collaboration, debugging, automated testing, etc.

Create an itemized list of the results your product produces and lead with that in your messaging and presentations/demos. Your results will be night and day.

Sell the sizzle, not the steak.

That’s it for today, folks!

See you all next week.

Darren

P.S. If you’re ready to level up, you can book a call with me here.