The number one reason a salesperson fails to close a sale is that she can’t effectively communicate the value of the product. Of course it makes sense that if you can’t help your customers to understand why they should care, then you’re not likely to be able to convince them to buy.

The luthier takes care to choose the perfect piece of wood. She obsesses about the distance between frets and the quality of the strings she uses. But she often forgets to spend time wondering how to tell the customer why any of that should matter to him.

A winning sales strategy doesn’t just involve working out how to sell more of what you make.

A better plan is to understand what people really value and then to give them exactly that.

Don’t sell the guitar. Sell the music.

Image by Fr1zz.