Converting company features to customer benefits. Convert your company's features into ultimate customer benefits when planning a sales interview. Set up three columns: #1 Features, #2 Advantages and #3 Benefits Under #1 Features, write a feature your company offers (the service characteristic. This answers the question, "What is it?" EXAMPLE: Fringe benefits you offer temp employees. Under #2 Advantages, write the advantage that the feature offers your company. Temporary employee fringe benefits enhances your ability to retain temporary employees. Under #3 Benefits, write down the ultimate benefit to your prospects. It saves the prospect time, money and/or gives peace of mind. List every feature you offer and the corresponding advantage to your company and the ultimate benefit to your prospect