“How will this help us get what we want?” Since this is B2B, you already know what they want. You’ve been talking to them. Sometimes you’ve been talking to them for years. They want to do something at a lower cost, or faster, or with fewer defects, or with fewer complaints. Or they want to do something they couldn’t do before or weren’t allowed to do, or couldn’t afford to do before. Or they’re moving into a new market, or a new country or they want to sell to a new demographic. Or a new psychographic. Or their leadership has changed hands. Your job, in this presentation, is to build a bridge between what they want, and what you sell. ‘m gonna repeat that. Your job, in this presentation, is to build a bridge between what they want, and what you sell. This is why we’re doing all this work, right? Why did we calm their fears? Why did we build trust? Why did we create interesting content with a proven structure? Why did we talk about the benefits they’re interested in? Why did we work so hard at keeping their attention on us? We did all that so we get the chance to build a bridge between what they want, and what you sell. This is where you FINALLY get to talk about some features. Not all the features, just the small number of the most important ones. You actually have another question coming up, #8, How Does This Work, where you get to flood them with features. So be careful here, at this point. Just connect their wants and needs, which is just another way to say the benefits they’re looking for… to the key features of your product or service.