There is a famous quote by American economist, Theodore Levitt, that captures the way prospective customers buy. He said, "People don't want to buy a quarter-inch drill, they want a quarter-inch hole."
This quote does a wonderful job of capturing what most people in sales know to be true. The customer doesn't buy your product's features, bells or whistles. They buy their future. They buy the vision of what your product does and how their life or job changes for the better, because of the product…Read More