Simplify and specialize value
It's true that most buyers zero in on value, but the definition of value varies from prospect to prospect.
Source: Sales consultant/author Jill Konrath
That's why the best salespeople do as much research as possible before contacting the prospect. This way, they can provide benefit statements that speak directly to the prospect's biggest hot-button needs, and offer solutions that help solve their biggest problems.
Personalizing selling points to match prospects' needs keeps the sales call on target and helps ensure that the salesperson doesn't lose the prospect's attention by focusing on benefits that have no bearing on the prospect's business.