Forest and trees.
As salespeople, there are times we overlook vague references to our offer as assumed benefits: faster, less expensive, more responsive, less downtime, greater availability, etc. These things sound good, but only take on real meaning when we define them and take a position with them against our competitors.
For example: It’s one thing to say my solution is less expensive than other options. It’s another to explain why it’s less expensive in that comparison and how my customer’s benefit.
Don’t assume your prospective customer understands the advantages and benefits of your offer. Until you overtly state them, you’re taking a risk in their understanding.
Define what you mean by vague references such as more responsive to give it real meaning.
What say you?