Paul answers the very important question of what buyers really want. Show Notes  Do buyers want your products? No! Do buyers want your services? No! They want …! (outcomes) Stop thinking in terms of products or services. Sell the buyer on the outcome your solution can help them achieve. Be wary when a customer tells you exactly what they need. The customer is not always right. “The customer defines the outcome that they want, but you, as the salesperson, get to define how they achieve it. That’s where you bring value.” *** Learn more: https://www.theqandasalespodcast.com. Click here to pre-order a copy of Selling Through Tough Times! Click here to purchase the latest edition of Value-Added Selling! Thanks to our production team at The Creative Impostor Studios! Click here to book a complimentary consultation with Strategist and Producer, Andrea Klunder, to find out how to launch, produce, and grow your company's podcast. *** Thank you for tuning in. Our show is updated weekly with the questions you ask. So, please go to the home page to ask the question that you want answered. Be sure to follow our show in your favorite podcast app and share this episode with a colleague or friend. And most importantly...make it a big day.