Establish Your Value Propostion When Interviewing

During my 23 years of helping people with career management and transition issues, I consistently see candidates interviewing for jobs go into the "sell and tell" mode far too quickly before they have established their value proposition to the potential employer. Like one would do going into a transactional sale, job seekers all too often want to represent the features and advantages of their experience versus their actual benefits to the employer. They almost literally tell everything about themselves chapter and verse when the interviewer wants only to identify the applicable details that relate to why the job is available; in other words "their pain". So what is the correct approach to demonstrate your value proposition?