Stop Selling the 'What', Start Selling the 'Why'

You gotta love entrepreneurs. All their passion and excitement around the innovative new products they are building. And, they love talking about their products with others, detailing every feature and functionality of their offering. They are laser-focused on getting others to love their products as much as they do. But, then they realize, sales are not coming in. They question how can that possibly be, given how great our product is? It’s about that time I usually need to tell them, their customers don’t really care about the product itself (e.g., the “what”), they care much more about how it can improve their business (e.g., the “why”). The sooner you learn to ditch focusing on the “what” and start focusing on the “why” to get their attention, the sooner your sales will start to accelerate.

Read the rest of this post in Entrepreneur, which I guest authored this week.

For future posts, please follow me on Twitter at: @georgedeeb.