As a lifelong sales person I have attended many training sessions on sales skills. No matter what they name that skill, at some point they are always training you on features and benefits. It is just a new way to present those features and benefits. Anytime I attended a new product launch the marketing person would lay out the features and benefits of the new product or service. The same can be said for a telemarketer calling the house. They seem to be oblivious to me saying I am not interested, as they talk over me, stating all the features and benefits of the item they are selling.
It seems that many have forgotten about the skill or art of selling and have relied only on features and benefits to close the deal. So what is missing? The ADVANTAGE. What is the advantage? What characteristic provides the client with the reason or advantage in the marketplace?
This applies if we are selling products or services. Every customer wants to feel important. So the next time you find yourself in your sales mode running down the features and benefits of your product or service, take a moment to explain to your customer what it means to them. It may even require you to take a few minutes to think over your presentation before you talk to each client. Those few minutes spent tailoring your approach to each client, should land you more sales.