There is a popular phrase by Theodore Levitt, a Harvard Business School professor; People don’t want to buy a quarter-inch drill. They want to buy a quarter-inch hole! The hole is the end result – the outcome. What does the average consumer really want from your product and/or service? That is the question you must answer. Once you come up with that answer, that is what you need to sell.

New York Times Best Selling author, Jeffrey Gitomer has an excellent breakdown of the drill/hole topic and I highly recommend you checking it out.

Here is a piece of the article;

Well, it applies to every sale that everyone makes – including yours:

• I need a filling in my tooth. No, you want to be healthy and pain free.
• I need copies. No, you want to send a proposal in color that reflects your image and wins the sale.
• I need a new roof. No, you want to have no leaks, and enjoy quality of life.
• I need a credit card. No, you don’t have cash, or you don’t want to spend your cash.
• I need tickets to a concert. No, your favorite group of all time is playing and you have never seen them before. It’s on your bucket list!
• I need to find a restaurant. No, you need to eat.
• I need new tires. No, how do you use your car now? How many miles are on your present tires? City or highway driving?
• I need a flight to New York City. No, why are you going? What will you do after you arrive? Where are you staying?

See the difference?

You can read the rest of the article here: Drill or Hole? What Are They Buying — What Are You Selling?