A benefit is what the feature does for the client. The cold drink dispenser lets the user have cold water with very little effort on her part. That s the benefit of the feature. Too often proposal writers assume the intrinsic niftiness of their technical solution is self-evident, that just citing a feature will be enough for the reader to immediately see its benefit. It's your job to point out the obvious, because the obvious really isn't.
Benefits come in five basic categories.
Check 'em out. This is a direct result of your win strategy brainstorming. And the benefit statements you use are the manifestations of your proposal themes. Characteristics of effective benefits statements. Benefits statements vary according to what your client thinks is important.