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.

Most salespeople spend all their time talking about the airplane, when customers only want to hear about the destination - the islands, the palm trees, the warm water.

Overall, stop selling the plane. Sell the destination. Customers only buy the improvement they believe will be greater than the cost of money, time, and effort to get there.