Frequently we make the mistake of thinking that what we are selling is also what the customer is buying.
A couple of examples of how these are not always the same things are bellow:
A jeweler might be selling a diamond ring but the customer might be buying a way of showing a lifetime commitment to their significant other.
A hotelier might be selling a hotel room while the customer might be buying a good nights sleep and a place to prepare for their next meeting.
A soccer camp might be selling a week of training while the customer might be buying exposure to college coaches.
When the seller and buyer are on the same page it’s much easier for them to come together and have an agreement. Unfortunately, when they aren’t on the same page, the “back and forth” in the negotiations usually don’t help anyone.
Do you know what your customers are buying?
Have a great day!