[evanwillms]

For many customers the issue is not features, it's pain avoidance. If you do just one thing, but better/easier/faster than the established competitor then you can approach customers on that basis. Bonus points if it allows them to save money, especially via employee effort, compared to the "feature rich" competitor.

One awesome book that's helped me with this is "Spin Selling" by Neil Rackham. It's a straightforward method to having productive sales discussions and is based on a quantitative grounding. Their approach is discussion based and a co-exploration, so you're just talking to uncover needs instead of pushing your product. Go check it out.