Many worries in a small business are centered about sales and the need to earn money in order to pay for over-heads like rent, wages and so on. Especially in a technology driven company this can often be a problem. Often you try to sell to your clients as if they are industry insiders who understand exactly what you are talking about. While in reality they are customers and don’t know what makes this widget so special.
You need to sell the benefits of the widget, that is what customers want, benefits. Know who you are talking to, if you are talking to an industry insider, tell him all the technical details, because he understands enough of the technology to understand the details, and then work out the benefits for himself/herself. If you are talking to a customer who wants to use your service or product to gain a benefit from using you, let him/her know what the benefit is.
One word about not being able to show a benefit, I would openly say to my client that there is no benefit from using our product, you may not get a sale, but you will get someone who will respect you and come back, because he/she trusts you. You may also get referrals this way.
By the way, woman are far more benefit talk driven than men. Or as my wife will say to me and my son, talking about the latest gadget, stop talking “klingon” (the star trek species)! ST.