By Tim Riesterer
So-called value-added features make you less interesting to buyers
When you are in a heated competitive selling situation, are you tempted to throw in or highlight “value-added” features that the prospect has not identified as part of their reason for making a purchase decision?
Your thinking is that these “bonus capabilities” will tip the scale in your favor – when everything else is considered equal. Guess what? Not only does it not give you an advantage, it actually does the opposite. It pushes your prospect toward the competing alternative.
Decision-making research shows that when you add a feature that is “positive, but weak or irrelevant” to the conversation, it actually provides a reason against choosing your option, especially when competing options are otherwise equally attractive.…