People buy based on emotion, they only justify it later. This has been proven over and over again. Furthermore, the emotional ‘hook’ is based on what the product and/or service will do for them, not what it has. In other words, can we just ALL stop selling the features and focus on the benefits? That is one simple way to take you from; salesperson to sales professional.
A feature, simply put, is something your product has or is.
Examples of some of these features include: a 64 GB hard drive on a computer, pneumatic seat height adjustment on a chair, battery pack with 1000 mAh capacity on a cell phone, integrated timer on a heater or, modern state-of-the-art equipment in a gym. Just to name a few.