A sales representative wants to drive the adoption of a new product with a customer.

Articulating the business value is how the sales rep should address the customer’s question: “What’s in it for me?” Business value is the benefit or advantage that the product provides to the customer in terms of improving their situation, solving their problems, fulfilling their needs, or achieving their goals. Articulating the business value helps to show the customer how the product can help them succeed and grow.References:https://www.salesforce.com/resources/articles/value-selling/#value-selling-definition