Customers don’t really buy you for the work you do-huge mistake if you don’t see that. There are dozens of companies to choose from, all selling exactly the same thing. They buy something “they need” that “they feel” they can’t get from just anyone. They think about it logically, but they buy based on emotion.
Your ability to discover that need, sell it, and deliver it keeps you in the chips. To be successful in selling, you have to do the hard work to see what you have that no one else can deliver-what’s rare and precious to your customer, and sell it.