As much or more than your products value. It can be the key differentiator for most sellers!
Demonstrating value has everything to do with focusing on the customer. Learning the nature of the customer’s business needs will serve most sellers very well. Learning about the customer’s business demonstrates that you are interested in being of value.
Even if you are selling a product that does not directly to what a Customer Wants today, would you not be better off ensuring that you Build Relationship and show you are interested in Driving Value? Now, if you are selling a Hot New Product, maybe not. But in most of the world, this is how Good Sellers Operate.