Glen Chancy

When I first started doing demonstrations for bank software sales, I made the most common mistake there is. I spent my time in front of potential customers telling them all about the wonderful features my software could provide them. I had helped design many of the features, and I was quite proud of my software application. So proud, in fact, that I made it hard on myself to sell it. Customers don’t buy features. They never have, and they never will. Customers buy benefits.