Prior to the internet, if you were selling a good product it was easy to show every feature and function until the buyer was so wowed, they couldn't wait to use it and absolutely had to have it.
Today, feature and functionality are vetted by the buyer before ever connecting with a salesperson. As a result, sellers have to refocus generic presentations around product feature and functionality. Words like pain, value, vision, risk, ROI are critical points that financial buyers (the money and budget) and decision makers consider. Product does have importance but not as the focus of the meeting unless you are using your product to prove you can deliver what is needed.

In this article, the author takes on some of the challenges sellers must deal with and offers up some ideas and approaches to overcome those challenges of today's markets.