Ah, the good, old days; the days when you could approach a prospect with a list of all the great features your solution had. Maybe you added a little about the benefit of each feature.
The economy was good and had been good for a while; it wasn’t hard to get a signature on a purchase contract without having to do anything more than make it sound like it saved effort or increased throughput.
Suddenly, the economy went south for an extended stay and businesses became frugal. It wasn’t enough to show how fast an employee could perform a process with your solution; you had to find a way to convince your prospect that your solution would be worth the amount you were charging.