People buy things not only because they want the thing itself, but what it can do for them. People don't buy a TV, they buy the programmes they want to watch in the best format available. What can your product achieve for your clients? For a successful sale you must ensure your client really understands what life will be like after the sale is made. That is your job. Just bear in mind that you are there to make absolutely sure the client clearly understands the achieved benefits you, your company and product bring them.