It’s true for one main reason: they sell benefits.
People don’t want your product or your service. They don’t want your personality or who you know or the logo you represent.
People want the benefits of whatever product or service they buy. You and I are no different.
And so the dealer that sells the “benefits” of “You’ll feel like this” is the one that wins. They are the person that gets the sale and then the buyer shares the experience with their friends which continues the business for the dealer.
Whatever you sell, be clear on the benefits. Be clear how your product or service will make the person feel. How will it impact their life in a positive way? Will it earn them more money? Status? Leads? Happiness? Security?
Know what benefits you sell and you’ll separate yourself from the competition the vast majority of the time.
(Just to be clear, I’m not suggesting we over-exaggerate or do something illegal to make the sale. Honesty, integrity and quality is what’s expected in all transactions and should be at your core regardless of industry.)