Guerrillas know that people do not buy features and benefits. Well maybe they buy benefits to them, but they really buy solutions to their problems. Some prospects disguise this pretty well. They will tell you that it's all bottom-line, and request a lot of facts, figures, and data. But we know that they will buy because your product will make them look better in the eyes of others. They will tell others that they bought because of the following features, but don't be fooled. They bought it because it'll make them look better than if they' bought Brand X.