Focus on selling the benefits that matter

Decades of traditional sales and marketing has told you that it's enough to simply list to prospects the different benefits of your product.

That doesn't work. Why?

Because selling benefits to prospects is most effective when you concentrate on the ones that speak directly to an explicit need that they have said they have.

People don't buy potential pay-offs.

They buy to get pay-offs that can resolve or improve an issue they're personally dealing with.

Therefore, you don't need to tell your prospect all the possible benefits that your product has.

Just focus on the ones that can improve/resolve needs and desires they've explicitly told you about.

All other benefits you're so eager to communicate are superfluous.