Most salespeople feature stack. Jon knows it. You probably know it about yourself. And this episode isn't here to shame anyone for it — it's an olive branch.

If you're going to keep listing features no matter what, here's a framework to do it in a way that actually lands. Because the features were never the problem. The robotic, brochure-swallowing delivery that sends customers mentally checking out halfway through the presentation — that's the problem.

Jon walks through why customers emotionally react before they logically justify — and why that changes everything about the sequence of how you present. The biggest mistake on the floor: explaining a feature before the customer has had a chance to experience it. Don't announce the soft-close hinges. Let them close the door. Feel it. Then the explanation has something emotional to attach to.

He also covers which features are worth slowing down for and which ones are just informational — because when everything becomes dramatic, nothing feels important. And the single most powerful move in a showroom presentation: asking the customer what they feel and letting them verbalize their own emotional reaction out loud. Once they say it, they own it.

The customer will never remember the spec you gave them. They will remember how the appliance made them picture themselves living with it. That's where the sale actually happens.

🎙️ Hosted by Shannon O'Hara and Jon Beresford | The Steel Codcast 🔔 New episode every day of the week. Rate and subscribe wherever you listen.