Because value can only be defined by customers, salespeople must identify the buyer's situation and objective in order to create successful customer value. Sellers should strive to communicate to the buyer how product features translate, in a functional sense, into benefits for the buyer. Another factor sellers should discuss is how a buyer's need will be met or an opportunity may be realized following a purchase. Sellers should also remember that features can have many benefits and that not every feature or benefit is important to buyers. As a matter of fact, the behavior and expertise of salespeople can also add an important dimension when it comes to customer value. Furthermore, there are five criteria that sellers can derive from customer value: customer and market knowledge, coordination, efficiency, strategic alignment and