Second is haste. Whether it is because we try to pack too many activities into too little time, we have poor time management skills or we are the type of person that is always moving at light speed, our haste prevents us from taking the time to analyze how the features of our product can benefit our customer.
For example, it is easy to make the mistake or simply throw out that high TBN or low pour point are benefits. After all they are prominently listed on the product and literature. However, when one considers what these features can provide to the user of the equipment the true benefits that should be presented include; extended drain interval and reliable starting in cold conditions, prevention of dry-starts, maintenance cost savings, increase equipment up time, all providing increase profitability.
If you want to increase your sales and become more of a resource to your customers, spend the time needed to ensure you understand the features of the product and then translate those into the specific business benefits that will have real meaning to your customer.