Remember the Benefits

It is easy to get into a routine where all you do is repeat the same features of the same equipment over and over again to customers. The problem is you never tell them why this piece of equipment is what they need. Instead of overloading them with features and sometimes confusing them, or leading them to believe that it is more than what they need, give the benefits. For every feature you mention, give a benefit to them. More customers buy based on benefits than they do on features.