Translate your offer into benefits that your prospects understand and want

As a rule, translate what you offer (Chiropractic care, Collection services, etc.) into benefits that your prospects understands and wants. You can't leave the translation up to the prospect. -Seth

I wouldn't advise leaving the translation up to the prospect. I could be wrong but I think High Probability Selling would suggest otherwise. Can anyone confirm or expand on that suggestion? -Vito

I believe that benefits are features that your client needs/desires. The primary means of selling is to find out what the client values from your product/service prior to benefit selling.

There is a danger (which we have seen too often) where the sales person merely lists features hoping for a 'hit'. -Tony Pizii