Nobody needs a drill. What they need is a hole. The drill is merely the means to the end.

In our business, nobody needs brochures or postcards. What they need is to grow their business by communicating more effectively with their customers and prospects.

Nobody needs what you sell. What they need is what your product or service will do for them. So if you want to sell more of your product, find out what your customers and prospects want your product or service to accomplish for them, and tailor your solution to their actual needs.

Don’t sell drills. Help your customers get the holes they want.

Andrew Field is President of PrintingForLess.com, known by its thousands of happy customers as "America’s Print Shop." He works and lives along the Yellowstone River in southwest Montana.

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