When you are giving a presentation, selling on the telephone or one-on-one in your prospect's office, picture your prospect as having the words SO WHAT? stamped on his or her forehead. Imagine that for everything you say, the prospect is asking "So what, why should I care?"
Source: Sales coach Shamus Brown
Remember, prospects only care about how what you are selling can eliminate a problem that they have or help make their business or life better. The answer to this question is always what your product does for them (benefits), not what your product is (features).