It's absolutely true, people don't buy products, they buy solutions to problems. When we talk about our products, when we talk about our features, that doesn't truly resonate in the minds of our buyers. Instead, what we need to be doing is talking about the problems that we're going to solve as well as the results a buyer might achieve. When we can capture their attention, recognizing the fact that they have a problem and getting them to agree that they have that problem, and then describing the results they might be able to achieve by solving that problem, now we're getting their attention. These are things they can truly value. And by the way, maybe we're solving more problems than they originally thought they were when they were looking for a product like ours. When we truly understand problems and results for our marketplace, and we can talk to our customers that way, our customers then perceive a lot more value, which means we can win these deals at higher prices. And that's really the whole point. We hope you enjoyed this memecast. This impactful insight came from the book, Selling Value, which I wrote to help salespeople win more deals at higher prices. If you have any questions or feedback, please email me mark@impactpricing.com. Now go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/