You’re not selling drill bits. You’re selling quick and accurate holes.
You’re not selling wrenches. You’re selling nuts and bolts off or on quickly.
McDonalds is not selling two all-beef patties, special sauce, lettuce, cheese, pickles, onions, on a sesame seed bun. They are selling great taste and a satisfied craving.
When you present a customer with a new cool tool you darn well better know what that tool means to him. Speed? Comfort? Savings? Prestige Reliability? Happy customers?
Whatever it is be sure to tell the customer what good things will happen if he buys your tool. You can't expect him to figure that out himself… it is your job to tell him.
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