People don’t buy features…they buy solutions.

AND

(most) People want to deal with and buy from someone they like and trust.

When you are selling a product/service that with fairly equal competitor options the prospect could choose from then one factor in their decision making process will be their interaction and relationship with you. 

This is in response to a questions I received:

“If you are selling the exact same product same specs and everything, pricing is very similar, how do you get the prospective client to buy “you” (Other than the obvious answer of build building rapport)”

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