Sell VALUE (i.e. benefits), not Features

No one ever knew what was in Popeye's can of spinach, how it tasted, or its cost... all we cared about was that it made Popeye strong and invincible.

People buy based on the perceived VALUE/BENEFITS they will get. All the rest is secondary. So when you sell, make sure that you understand how your product or service will change your customer's life for the better.

Below are three short videos from Victor Antonio on selling VALUE. The first video is the general concept. The second is for people selling services. The third shows you how to sell when your product or service is the same as your competitors.

In each case, he shows you how to sell based on value, rather than discounting the price.