Buyers don’t care how your solution works.

They care how their life gets better.

📍The Lesson

You’ve probably heard it before: “People don’t buy the drill — they buy the hole.”
 

But even that’s not quite right.
 

They’re not buying the hole — they’re buying what the hole gets them.
The mounted shelf. The sense of progress. The relief of finally solving the thing they’ve been putting off for months.

And that’s what most salespeople miss.

We talk about our tools, our onboarding process, our features — thinking it proves we’re thorough. That we’ve “covered the bases.”

But all the buyer hears is more work. More moving parts. More unknowns.

Here’s the hard truth:
Every time you explain how your system works, you might be making the sale harder.

Not because your system is bad.

But because it shifts focus from their outcome to your process.

The more mental effort it takes to picture what they’re getting, the more emotional hesitation they feel about moving forward.

Instead of selling the system, sell the state change:

“You’ll go from overwhelmed to in control.”
“From guessing to knowing.”
“From duct tape to done.”​

🎧 Audio Story

How I Lost the Deal by Explaining Too Much​

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🛠️ The Tool :  Result Reframe Grid

Rework common sales explanations into buyer-focused outcomes:

 

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