7/10/2025-My product can do 154 neato things

Written by

Neil Monnens

in

Daily Quote

“Any damn fool can make something complex, it takes a genius to make something simple.” Albert Einstein
SKILL

If a stranger stops you on the street and asks what time it is, do you launch into a three-minute rambling description of how your Rolex works?

No…you tell him what time it is. (Duh.)

The gravitational pull you feel to explain every last detail about your product in pitch meetings is understandable: you’re inundated with product training and all-hands meetings that glorify your offering’s bells and whistles.

“Knowing your product” does NOT imply you need to share everything you know about your product with your customer.

Fight product info overload! Find out what they care most about.
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DO

Knowing your product inside and out is great, but knowing how to translate product features into value is best.

Use the “So What…?” trick to help you emphasize value and benefits.

When pitching a customer today, imagine a dialogue box with the words “So What…?” appearing in a bubble above your head. The bubble is there to remind you to explain why the customer should care about the feature you just talked about.

You can apply this hack directly: “So what that feature means to you, Bill Buyer, is this…”

It’s not the buyers’ job to decipher features from benefits.
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OOMPH

In this 4-minute clip from the movie The Guilt Trip, Seth Rogan realizes his features pitch is losing his audience, so he pivots and saves the sale with a great selling move.

Once you perfect the art of translating product knowledge into what the customer cares about, you can, like Seth, amp up customer engagement and create demand.
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