People Don't Buy Drills

People don't buy drills

People buy the...

Hole

It's the result
That clients want

Not the product

People don't care about your product knowledge

They only care about your people knowledge

How?
Find out the problem your client is wanting to solve.
*The Hole*
Then show them how your service can solve the issue.
*The Drill*

Checklist

• Listen more than you talk
• Never interupt when clients speak
• Discuss the result they want in detail
• Write down notes when they speak
• Share stories on others results
• Re-confirm things they have said
• Paint vivid mental picture of their result