Selling the value. First you must understand the value

Many times I go back to the hammer. When you buy a hammer you don't really want a hammer, rather you want a nail pounded in. Really you don't want that nail pounded in you want a house built.

Many times in sales we focus on that product that we sell. How many times have you had a client come up to you and ask for a server. People do not want a server, they want to make their business run more efficiently. In both examples if you sell the value of building a house or making a business run more efficiently and you give people what they want this is where the value really is. Don't focus on the immediate question. Figure out what people really want and then you both win.