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Your Clients Don’t Want Your Product (And Why That’s Great News)

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In 30 seconds

Nobody wants a mortgage: they want a home. Nobody wants insurance: they want peace of mind. This truth applies to almost every product: clients don’t want what you sell, they want what it does for them. Yet many salespeople stay fixated on features, forgetting the problem their product solves. Great salespeople shift focus to the client’s desired outcome. Fall in love with .....

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