It sounds heretical for a sales trainer to say, "Stop selling features and benefits," doesn’t it? Traditionalists have been preaching features-and-benefits selling for ages. Apparently they think it gets results, but I think it’s a lot of unnecessary hard work. It’s merely a safe way to sell unproductively. At best, it’s arm’s-length selling, and it’s not effective today. Features and benefits do not lead people to make buying decisions. Features and benefits may sometimes confuse the issue.