A problem with many direct sales people is that they are still selling their company’s commodity. The commodity is the clothing, insurance policy, copies, digital storage, planrooms, service, capital equipment and so on. The commodity is what we think the customer wants and needs. We need to make sure we don’t get caught up in this trap. We need to sell the product. What is the product? It’s the item or set of items the customer sees in their unconscious mind as a value. Delivering the product creates a good experience with the customer. All sales are emotional, not logical. Logic is the means that the customer uses to say, “this makes sense”.

Forget the Golden Rule “Do unto others as you would have them do unto you.” By forgetting the Golden Rule, we “do unto others as they uniquely want it done unto them. Give them what, when, where, and how they want it.” Every customer is different. “Serve them the way they want to be served. The tangible benefits of emotions will be realized.” Sandbox Wisdom –Tom Asacker

If we strive to reframe our thinking this will help us explore ways that we can provide our customer with a product, not a commodity. Ask questions, never assume!