One of my favourite comments about marketing is from Thomas Levitt, who said "People don't want 1/4" drills, they want 1/4" holes".
What he's talking about is the importance of understanding why your potential customer is looking for a solution, what motivates them to either seek a solution proactively either online or by visiting your store, or makes them receptive to your call. It also helps to define whether they see value in what you've got to offer.
Taking Levitt's analogy a stage further, we know instinctively that the vast majority of people don't wake up in the morning with an overriding urge to buy a drill bit ( if you do, then great! more power to you!), what they want to do is hang a picture or put up a shelf and buying a drill is just one solution.
One of the most common mistakes entrepreneurs face when selling is knowing the difference between the features of a product and its application. They feel that the features they've developed and the hurdles they've overcome have value and this is generally related to how difficult they were to develop or how clever the solution. However, this misses the fundamental reason why people buy things, they want to solve their problems.
Regardless of whether you are B2B or B2C, your potential customers are people.
They wake up in the morning (or in the middle of the night) and have problem they need to solve or an objective they need to reach. How you help them achieve this is your value, your benefit.
This has implications in a number of areas. If affects your communication, your product design and your sales approach.
How easily and completely you deliver the solution is the level of value that you provide, and will define what people think your service is worth, so it is essential that you understand customer needs and how you can meet them