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Brian Tracy on his million-dollar sales lesson:

“People don’t care what your product is. They don’t care about you. They don’t care about your company. They don’t even care what the product is.”

What do they care about?

“The only thing people care about is what this product or service does for them.”

Brian explains that what customers really want is a change, an improvement, or a result in their life.

“15% of buying behavior is determined by the past. 85% of buying behavior is determined by the anticipated future. What is going to happen as a result of me buying?”

He illustrates this with a powerful analogy:

“If you are selling a tour to the Canary Islands, spend 90% of your time talking about the destination and only 10% talking about the plane that you fly to the Canary Islands in.”

The problem? Most salespeople do the opposite.

“Customers only buy improvement. The reason they buy is that they feel that the quality and quantity of the improvement will be greater than the cost and the trouble of using it.”

Sell the life they want, not the thing you made.