Value is an intangible. Sell by creating value around the benefits and needs of the customer, not by talking about the features of what you’re offering.

We communicate value by talking about benefits, and the only way you can know what benefits a customer is looking for is by asking them questions. What I perceive as value is going to be different than somebody else. For example, I won’t hesitate to pay top dollar to buy a particular book, while someone else may never find it appropriate to spend more than a few bucks. The difference is found in the purpose of owning it. They may be looking for something to read on a long flight, whereas I make book purchases based on what I expect to learn. Never rush a sale. Don’t assume you know all of the benefits of your product. The real benefits are discovered when the customer identifies them.

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