…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 delivered to your prospect by solution features, is that prospects might not agree with your claims. This can undermine trust in you, and diminish the credibility of other claims in your proposal.
Test your assumptions early, in the pre-tender Capture phase. Avoid losing credibility on that opportunity and opportunities going forward by understanding how the customer values features and benefits.