There are actually two parts to this answer. First, remember to turn your features into benefits. Features are about the product. Benefits are about what the prospect will get out of the features. How it saves them time, makes them more productive, gets them promoted, makes them more attractive, richer, thinner, more popular, more successful, etc. Secondly, if you talk about your customer and their needs, you'll usually be more successful than talking about yourself. So the answer is false. Focus on the customer and how your product or service makes their lives or their jobs better.
