People want to hear about the benefits of a product or service not only the features. What does that mean? Features tell and benefits sell. For example, if you are selling a low-energy washing machine you may describe a feature by pointing out that it uses less energy than a conventional machine. But if you were to talk about a benefit you may highlight that it would save the buyer money with every load! Remember, people want to know how our product or service is going to help improve their individual situation – so focus on the benefits.