Restate the business issues. The next section should clearly explain your understanding of the prospect’s business problems, and why the prospect is interested in doing something about them. This needs to be tailored to the individual customer’s requirements.
Propose your solution. Next, set out how your solution will address these needs. Constantly look for ways to explain how product features relate to solving ‘pain’.
Make it FAB! FAB stands for Feature, Advantage, Benefit, and it’s the way to turn a simple fact or feature into a compelling reason to buy. Use the phrase “which means that” to get from a feature to its advantage (why it’s better) and finally, its benefit. Here’s an example: My mobile phone has a long battery life (Feature), which means that it rarely goes flat when I’m on the road (Advantage), which means that I can stay in touch with customers