You are selling the wrong thing.

Your prospects don’t care about the features of what you are selling.

They might not even care about the benefits.

Unless it is what they need.

Most sales reps are focusing on the incorrect value.

No one buys a drill – they buy the hole.

And a professional salesperson knows they aren’t buying the hole either.

They are buying what that hole will do for them. 

Are you too busy selling DRILLS, or are you asking questions and then listening for the HOLES?

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