I’m browsing a website for a company that provides a technology platform that does a lot of different things – some for business development and other modules for customer support. LOTS of features and ‘stuff’. In other words “Gobbledegook”. Looking at their website I’m not sure what to make of it. Nowhere does it explain in simple terms how their customers can make or save money. Apparently, this company thinks website visitors are going to take the time to educate themselves by reading through their features. Not in 2026.
Describing features is a terrible GTM strategy, and a terrible strategy for anyone in direct sales. Your sales prospects don’t care about features. They care about “what’s in it for them”.
If you want to sell ‘features’ you need to call higher up the ‘food chain’ in the organization. Get to the ‘big picture executives’ that are focused on their customer’s experience, and possibly looking to invest in some improvements. Otherwise, you’re going to have a problem getting traction with middle management prospects about features & benefits.
Want to make conversation? Talk money and “what’s in it for them” The features come later.
Also, avoid explaining features & benefits to your sales prospects to get your foot in the door. You’re wasting your time.
