What the concept of 'The customer buys the benefit' means?

When selling products/service, organisations need to understand that customers purchase products because they will benefit them in some manner. The bundle offered must be presented in such a way that the customer can see and relate to those professed benefits. Manufacturers build numerous features into their products - mobile telephones with capacity to send email, take photographs, transmit live video connections etc.

These are not what the customer buys. The customer buys the idea of what those things can do for me.