Brian T once said the most valuable lesson in business is worth a million dollars over a career: people don't care about your product.
They don't care about you, your company, or even the features of what you're selling. What they care about is simple: what does this do for me?
Rohn explained that buying decisions are driven 85% by the anticipated future - the change, improvement, or transformation people expect after buying. That's why he compared sales to booking a vacation.