Salespeople are commonly told to sell “solutions” and “value” rather than just product features. But when the time comes to present their products, they fall back on generic scripts with no direct connection to any specific needs the customer has revealed. The customer winds up in a one-sided conversation, listening to the salesperson present too many low-priority capabilities.

What salespeople lack is a structure for presenting products in a way that ties features and benefits directly to the customer’s expressed needs.

Lack of structure in a presentation is a prescription for lack of perceived value.

There is such a structure…