Funny thing is – many business owners and organizations don’t even know what that is. And, it’s the most important thing there is to know. Especially if you have marketing and sales professionals.

Stop thinking in terms of what you sell and start thinking in terms of what your clients buy or think they buy. From working with various industries to help them start selling what their customers buy, here are some insights that I’ve found:

• If you sell insurance, maybe they buy a feeling of responsibility or company stability
• If you sell remodeling, maybe they buy the feeling they get when friends drop by or knowing that their family routine won’t be too screwed up
• If you sell tax preparation, maybe they buy peace of mind or a refund
• If you sell automobiles, maybe they buy that sideways glance at the stoplight or knowing their teenage daughter will make it home safe at night

Figure out what your prospects buy, not what they should buy, what they do buy and start communicating that in your marketing message to them.

Start Selling What People Buy!!!!