Are your buyers tired of hearing about all of your features? Hi, I'm Jim Pancero, helping you and your team be more effective in selling a day. And one of the ways we can increase their effectiveness is to make sure they're spending more time focused on the customer than they are on themselves. See, most salespeople sell with a very self-focused approach to selling. Look how we teach them. We teach them feature benefit selling. A feature of this pen is the cap that's on the base. Now, the advantage to you as the buyer is it improves the quality of the handwriting as presented here. Look what happens. We're bragging about our stuff before we talk about the customer. One of the ways to increase our persuasiveness is to reverse that process. We need to use a benefit feature approach to selling. A benefit of this pen is it's going to improve the quality of the handwriting of your presenters because the cap fits on the base. Now, look what happens. This feature becomes a validation and support and proof of what you offer as a benefit to the customer instead of being the star of your presentation. What can you do to work with your sales team to reverse this process? Instead of leading with their features, talking about themselves first, we talk about the buyers. And we do that by going benefit feature and use the features to validate and prove what we're talking about. Because if we could become more customer focused, lead with our benefits instead of our features, I bet you'll sell even more.