What the prospect is thinking in a sales situation.

A prospects' thoughts as you describe your company's features: "What's in it for me?" The importance of breaking down your company's features into advantages and ultimate benefits to your prospects is well illustrated if you imagine the prospect saying "so what?" to your remarks.

You: "Ms. Prospect these are the fringe benefits we offer our temporary employees."

Prospect: "So what?"

You: "The fringe benefits we offer our temporary employees enhances our ability to attract and retain temporary employees who are available for repeat assignments with your company. These employees when reassigned to your company arrive ready to work with little or no indoctrination, they get right to work and are quickly productive.

Prospect: "So what?"

You: "You save money."

Prospect: "Oh!"