How to Become a Seller of Value and Pain 🌈 ☠️

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You should understand needs and talk about how features can create value and minimize pain. Don’t get trapped in the feature-fiesta-funnel of doom ☠️

The ‘feature → value’ framework ✍🏼

Let’s see how we can convert features into value and close more deals.

Q: When was the last time you (un)locked your phone?

Probably quite recently. In all honesty, the lock function on your phone is a feature that’s creating huge value, but you’re taking it for granted. We’re gonna break it down with the FBVAPA-framework™️:

• Feature

• Benefit

• Value

• Avoid

• PartialAccept

Feature = A feature or set of features
Benefit = What the feature enables for the customers
Value = How this enablement is translated into the customer goal/pain
Avoid = What pain they can avoid thanks to the feature
PartialAccept = Ask the customer if they agree on how the feature can create value for them

“Price is what you pay, value is what you get”
- Warren Buffet 💸

Let’s try this in action with a non-SaaS product 🥊🛎

Product: A smartphone
Feature: The lock button
Framework: FBVAPA

^{[I’m holding the latest smartphone and giving you a demo]}

🕹 Feature = “This phone has a lot of great features! The best feature of them all is that you can lock and unlock your phone by pressing this button”

👍🏼 Benefit = “This gives you the benefit that, with the click of a button, you can decide if your phone should be ready for interaction, or not.”

💰Value = “The value of this is that you can
(1) protect your screen and prevent unintended changes or actions since it stops accidental touches on the screen when not used. It also serves as a
(2) security and privacy layer since you can have different authentication codes and lock out strangers from your private or sensitive data. On top of that, it delivers
(3) battery conservation since it turns off unnecessary processors in the background creating longer battery life.”

☠️Avoid = “Many people value the lock button because you can avoid (1) embarrassing pocket dials or accidental messages, you can also avoid (2) private and sensitive data getting leaked, and finally avoid (3) getting stranded somewhere with low battery on your phone.” 

❓PartialAccept = “Do you think the lock button would create value for you [and your business]?”

-”YES”.

Aaaaaand boom, sold.📝

→ When you get the yes, make sure to ask why it would create value - that’s when the customer starts pitching on themselves without even noticing.
→ If you get a no, ask why not to understand and park that feature and move on to the next one.

Tip:
Do this with any product. For example a door, a comb, a sock, or your own SaaS product😉 Try this framework and do it for all the main features in your product. Share the table with your team and discuss it down.

Focus on the top 1-3 customer needs and get a PartialAccept on each one - then close.

_{^Did this create value for you? If yes, don’t hesitate to:}

That’s it for now. Make sure to pitch that value and how they can avoid that pain. And don’t forget to appreciate your lock button on your phone💜

In another post I will examplify the FBVAPA-framework on SaaS products and their features.

→ Oh, and check out my podcast Hot SaaS where I interview thought leaders within SaaS.

Thanks for tuning in - see ya soon again 🤙🏼

/ Max

^{from click to win} 🥇

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Last but not least, check out short (<60s) video snippets from the podcast by climbing the Hot SaaS linktree