Sounds great. But websites touch everything so you have to get specific. You have discussions about how things will be maintained and integrate. Now these might be scheduled after a sale, but not always. Being vague creates suspicion to me, so you have to show me, I don't trust a salesman with a short list of rounded benefits.

Too bad in retail, the salesman is pretty much gone after the sale. Then you're stuck because the benefit of the technology doesn't actually work in practice because people have specific needs AND some processes are better than others.

So I'm not a huge buyer into the benefits sell. I think it causes people to get lazy about what they need to know about their product and I think it also puts them into assumption mode about their customer, that they don't think deeply, and that they are oblivious to any useful technical details. And those of us customers who have gotten burned before rarely forget it.

With that said, I think leading with the benefits is great, the trouble is, when everyone leads with the same general benefit "it will make x easier" it becomes time to again leverage something to set yourself apart.