What we think is better in a product is unimportant. What the prospect thinks is better is what counts in sales. Your product might be better in one respect and worse in another respect. For example, yours might have more “bells and whistles”. But, on the other hand, it requires more maintenance because of the added complexity. You might think the bells and whistles make your product better, but the prospect may value reduced maintenance costs and have no use for many of the extras you provide. So, while you think the product is better, the prospect doesn’t agree and may go to a competitor even if yours is cheaper. The solution is to focus on the prospect first and determine what they value. Or, in other words, discover their pain. Once you do that, you can focus your pitch on what they value and eliminate any mention of the other things even (and this is the hard part) if you are passionate about the cool features your product has that the prospect does not care about.
