If you sell on features, you're competing at the lowest common denominator. Someone else with the same features comes in, at a slightly lower price, and suddenly you're out of the game.

If you sell on benefits, you're thinking about the difference you're making to your customer. You're letting the customer know of the things that they will be able to do once they have this product or service, in words that they understand.

But if you sell on value, you're thinking about the difference you're making to the customer in a much deeper manner. How much will their revenue increase? How much money will they save? How much time will they save? And even more importantly, what is the emotional change this will give you? Once you've bought this, will it take your stress away? Will you be able to sleep at night again? Does it give you bragging rights over your neighbours?

The tricky thing here is different things have different value to different people. So your strategy isn't as straightforward as following a sales script.

But the key to remember is you're taking their worries away. Most people want to do what they need to do, then move on to something fun. If you can take the headaches out of what they need to do, they're willing to pay for it. It has real value to them.

Take action: How can you measure the value of what you do?