by Amanda Collins (Oct 10, 2010)
I recently was sitting down with a colleague and potential client when the topic of what we do naturally came into play. He had a viewpoint I share but see infrequently from other business professionals: what you sell is different than what your customers buy.
Of course, you sell your service or product, and while your customers are buying that tangible thing, what they're buying beneath the surface is something different. They may be buying peace of mind, professionalism, an improved image, or any variety of things.
You may be thinking, "That's great, but why does it matter?"