Paul answers the very important question of what buyers really want.

Show Notes 

Do buyers want your products? No! Do buyers want your services? No! They want …! (outcomes)

Stop thinking in terms of products or services. Sell the buyer on the outcome your solution can help them achieve.

Be wary when a customer tells you exactly what they need. The customer is not always right.

“The customer defines the outcome that they want, but you, as the salesperson, get to define how they achieve it. That’s where you bring value.”

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