What are People Buying?

If you have to educate people into buying your product, they probably didn’t want it anyway. If you have to “get them to see your way of thinking,” you are expending a lot of energy to get slim results.
Why not find out what people are buying and sell them that? They aren’t buying the bed in your hotel, they want a destination experience. They aren’t buying closets, they are buying organized storage space. They aren’t buying coffee, they are buying blends. They are buying outdoor grills, they are buying a cookout.
The sooner you figure out what people are using your product or service for, the quicker you will learn what to sell them. Sell what they are buying, not what you are pushing on them.

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