Putting Benefits Before Features

Having spent so many years in retail, I always enjoy being on the listening end of a sales persons presentation. As I listen patiently and attentively, I privately critique the sales person as they make their pitch. I look for certain things, the basics, are they making eye contact with me, do they have a healthy knowledge of their product, do they ask me open-ended questions? Etc., etc. The one thing that I have noticed about the majority of sales people, even the ones I see on infomercials, is that they spend the majority of their presentation discussing their products features, and not it