I consider sales to be a function of marketing (the process of getting your product into the market, and all that entails).

In What a 9-Year-Old Can Teach You About Selling, Tom Searcy makes the point of using language that’s relevant to your prospect/customer.

On a meta-level, what he’s really talking about is communicating the benefits that matter to the person you are talking to at that moment.

If you can answer “What’s in it for me?” you’ve made a lasting impression.

But know that you’re probably not going to hear the question. You’ll need to answer it anyway because that’s the only thing going on in the listener’s mind before he/she will consider additional information.