Don't sell the spinach
Feature or benefit?
Features tell. Benefits sell. Thirty seconds, one statement at a time: click left if it's about the product, right if it's a benefit to the customer. Sounds easy, but most people discover they can't tell.
Ready?
Time
Why all this matters
Product plus customer equals value-in-use. A feature is true whether or not anyone buys it: sixteen gigabytes, ISO certified, made in Britain. A benefit only exists in the customer's world: the audit that becomes a formality, the Sunday evening you get back.
Sales teams drift toward features because features are safe; you can't be wrong about a spec sheet. But nobody really buys spec sheets.
Sixty statements, shuffled every round. The good ones are deliberately sneaky. Keyboard works too: left and right arrows.