It's that magic space between where your client is right now versus where they want to be that holds the keys to getting a client to commit
But what do most sales people do?
We get sucked into the vortex of explaining the elements of our product and the deliverables of our service
We forget that people buy for their own reasons, not ours regardless of what we think
And don't get me wrong...
These things are important but not even as remotely as important as the ability to properly diagnose and connect with the desired outcome of our client
Because after all the grass seed isn't important to me having soft lush lawn I can play with my son on is
An electric drill isn't important to me the way the painting will look after it's hung on the screw that goes into that hole on my wall is what I care about
Can you see the difference ?
I ask you what are your clients really buying?
Even more importantly ask your team to answer that question also
What will your product allow them to do ???
Do this on a regular enough basis and you will see some shifts in the way you and your team see how your product or service serves your clients
Good Luck with it