To My Friends,

Why do people buy? Let me share with you a few insights about why/how I buy. First, I want to be able to develop a good working relationship with the seller or merchant. Second, I want to understand the logic behind your proposal. If you think that your product or service is just what I need, show me why. Give me data. Help me to see just what your product will do for me. Your product may or may not fit, but we’ll get to the heart of the matter without a lot of stumbling around. If you and I are to do business, you must understand why I buy. It’s not enough to give me a summary of features and benefits provided by the manufacturer or the corporate sales department. You must see the potential transaction through my eyes. Then we can do business.

Take care.
Mark Holland.