There is a path through which all of the sales people and entrepreneurs go. It is made of three tiers which at the end of the path combines into a perception, the nirvana of sales.
When you start you sell features.
When you are in sales for a while you start to understand that the customer is not searching for features, you start selling the benefits.
But with experience you perceive that you cannot get the big deals for benefits. The greatest deals come when you are selling the value. Value is the main thing you should focus on if you want to be successful in sales.
3 tiers of sales perception are:
Features -> Benefits ->Values