Superior Sales: Sell All of Your Benefits
3. Sell Your Product Benefits
Sell the benefits of your product and services, which include all the components they are made up of. The benefit to customers is what they gain from those features.
When you sell a product or service that will solve your customer's problems, needs and wants, you're obligated to sell them all the benefits that will enhance that product. It doesn't matter if your competitor is selling the same product as you because chances are he's not selling the benefit.