Hi there,
when I was reading a book called Obviously Awesome last week, I realised something that matters the most on a sales call.
Humans don’t understand things through explanation alone.
We understand things through experience.
You cannot talk about college life to a school kid and expect them to truly get it.
You can explain freedom, pressure, friendships, and responsibilities—but it won’t land.
Show them a college movie instead.
For two hours, they live that life through the character.
They feel the excitement, the fear before exams, and the joy of friendships.
Suddenly, they understand.
The same thing happens when people decide whether to buy from you.
The Gap Between You and Your Customer
Most people sell from their own understanding, not from the customer’s reality.
Take an English trainer as an example.
He may proudly say his course has everyday live classes.
From his perspective, this feature is powerful.
Live classes create accountability, instant doubt solving, and faster confidence.
But the student does not see it that way.
To the student, “live class” simply means someone talks and I listen.
No emotion.
No urgency.
No value.
This gap between what you mean and what the customer understands is where sales fail.
Feature → Benefit → Outcome (The Bridge That Sells)
To close this gap, you need a simple framework:
Feature, Benefit, Outcome.
A feature is what you have.
A benefit is what immediately changes because of it.
An outcome is what life looks like after that change.
People don’t buy features.
They don’t even buy benefits.
They buy outcomes.
A Simple Example
Working out is a feature.
Building muscle is a benefit.
Looking good in photos, feeling confident, and wearing fitted clothes comfortably—
these are outcomes.
No one wakes up excited to lift weights.
They wake up wanting the result.
The gym is just the vehicle.
How This Changes a Sales Call
Most people say, “We have everyday live classes.”
And they stop there.
Instead, say this.
We have everyday live classes,
so you can ask doubts immediately and practice speaking daily.
Because of that, your English improves faster,
and you can confidently answer interview questions in English.
Same feature.
Completely different impact.
Now the student is imagining himself in the interview room.
You Don’t Explain, You Let Them Experience
You don’t have time on a sales call to show an entire journey.
But you can compress the experience into words.
A slightly longer sentence can connect today to the future.
When the brain experiences something mentally,
belief increases.
That’s why this works.
Why the Brain Responds
When you say “everyday live class,”
the logical brain hears information.
When you say “confidently speak in interviews,”
the emotional brain wakes up.
Decisions are emotional first.
Logic only justifies them later.
Feature alone is information.
Feature plus benefit plus outcome is transformation.
How to Apply This Anywhere
For every feature you sell, ask three questions.
What is the feature?
What immediate benefit does it create?
What real-life outcome does that benefit lead to?
If you can’t clearly see the outcome,
your customer won’t feel the value.
One Important Reminder
Outcomes are not always social.
Some outcomes are external—
interviews, confidence, looking good.
Many outcomes are internal—
peace of mind, clarity, control, reduced anxiety.
A student may not want to impress others.
He may simply want to stop feeling embarrassed.
That is still an outcome.
Final Thought
Great products don’t fail because they are bad.
They fail because people never experience them mentally before buying.
Your job in a sales call is not to explain everything.
Your job is to help them live their future for a few seconds.
And the simplest way to do that is always the same:
Feature → Benefit → Outcome.
If you found this helpful, hit reply and let me know.
And if you’re already using something effective in your sales calls, I’d love to know about it too.
-Agnel John D
