Have you ever bought a “how to” book? Have you ever bought a bed? Have you ever bought a new car? Have you eHver bought more than one pair of shoes at a time?

Even if you had bought any of the above mentioned items you didn’t want it.

• You may have bought the “how to” book but, what you really wanted was the potential solution to a problem.
• You may have bought the new bed but, what you really wanted was a good night’s sleep.
• You may have bought the new car but, what you really wanted was stylish, reliable, transportation.
• You may have bought more than one pair of shoes at a time but, what you really wanted was options in footwear.

Your customers do not buy what you sell, your customers buy what your product or service will do for them. Sell that. Sell the answer to the question “what will this product or service do for my customer?”