OverviewFeatures, Advantages, and BenefitsAdvantagesDefining BenefitsTrue BenefitsHow Features, Advantages, and Benefits Affect BuyersPreventing Objections vs. Handling ObjectionsHandling Value ObjectionsTipping the Value Equation toward a Buy DecisionBenefits Meet Explicit NeedsStating BenefitsBeyond the Basics—Demonstrating CapabilityStrategies for Handling Capability/Can’t ObjectionsStrategies for Handling Capability/Can ObjectionsLaunching New Products or Services