Benefits first, features later. A narrative rather than a list. How will your product help the buyer? Why is your vision superior to others'? Where do your ide

Benefits first, features later. A narrative rather than a list. How will your product help the buyer? Why is your vision superior to others'? Where do your ideas plug into the prospect's work? How would you make that difference in the new employer's setup? Or: Focus on the "why". Why should someone buy whatever you are selling. Not the "what" - as in, dont focus initially on "what are the features". Why first, what later. And when talking about the "what" - more of a couple of key Unique Selling Propositions and then the checklist of features. [Exceptions will apply where it is purely technical sales and features / standards / compliance carry more weight than the 'story'. The narrative then shifts to "being compliant"]