The first thing I always recommend after more than 20 years of selling experience in more that 20 countries is... quite simple. This is not about you... your product... its benefits... its features... IT IS ABOUT THEM! The customers, their problems, their organizational structure, their legal requirements.

The era of side by side advertisement showing a soap vs. the next key competitor a long gone. Antecipating needs is only done by hour and hours of observing your potential customers in their normal habitat, in their normal pain. Specially in training many people think in terms of showing what you have to offer... In my point of view you could follow the following order/process:

1- Identify the background that could generate interest of you main potential customer segment (assuming you identified them and quantified them). Generate the need
2- Introduce the idea. If you did point 1) right the idea should be already in your potential customer mind
3- Show the benefits (remember it is about them)
4-Show how it works. Explain with simplicity (low effort high benefit)
5- Close the sale