…Prospects must explicitly acknowledge or confirm the value of a feature, to convert its advantage into a benefit.
Sellers that claim to know the benefits of their offerings before collaborating with the prospect are guessing.
The risk of failing to test your assumptions about benefits of your solution features – to the specific customer – is that the customer might not agree with the value you are claiming.
This can undermine trust in you, and diminish the credibility of other claims in your proposal.
Best to test your assumptions about customer benefits early, in the pre-tender Capture phase.