What is a potential wrong turn to avoid when gaining commitment?

When gaining commitment, summarizing features instead of benefits is a potential wrong turn to avoid because it can lead to a disconnect between what the customer values and what is being communicated. Features are the characteristics of a product or service, such as specifications or technical details, while benefits explain how those features will positively impact the customer or solve their problems.

When a salesperson focuses on features rather than benefits, they fail to connect with the customer on an emotional or practical level. Customers are more likely to commit when they understand how the product or service will directly improve their situation or fulfill their needs. By neglecting to emphasize the benefits, a salesperson may leave the customer unconvinced or unclear about why they should proceed with the commitment.

This approach can result in missed opportunities for persuasion and building trust, as customers are often looking for solutions that make their lives easier or bring value to their situation. Thus, effective communication that prioritizes the benefits is essential when working towards gaining customer commitment.