When I work with service companies, I encourage them to focus on results. Xerox’s third tip highlights this idea. How are you communicating what you sell?

3. Sell solutions, not widgets.

Ramping up sales is easier when you focus on this reality: you’re selling a result, not a thing. Avoid “feature dumps” that emphasize the characteristics of your product rather than how it benefits your customer. The most effective sales conversation begins with questions to determine if your prospective buyer has a need for what you’re selling. The goal is to match your products and services to what your prospect needs. If you can’t make a match, move on.