Do you sell features, advantages or benefits to your customers?

I sure hope it is not features or advantages!

I say that sincerely as the only thing that clients are looking for is benefits for them from what you are selling. Yes, you need to understand the features and advantages. But the only reason to know these is so you can phrase your benefits in proper terms as reinforcement to your potential clients.

It has proven beneficial to many people to go through an exercise of listing all the features your product or service provides. Then break those features down into how they are advantages for your clients. Then finally itemize your benefits.

When can you do this exercise?