Why the ‘Why’ of the Sale Matters More Than the ‘What’

In my latest article for Entrepreneur.com, I’d like to help you understand the importance behind uncovering your customers’ why. 

If you couldn’t sell what you are selling now, what other product would you choose to sell?

For me, it’s a no-brainer: I would sell mattresses. I would sell mattresses and I would clean up. I would convert 90 percent of the visitors to my mattress store into happy buyers. I would be unstoppable.

Yes, I am well aware of the hubris of that last statement. Please understand that I am basing my seemingly arrogant claim on actual observations.

Click here to read the Mattress Sales Case Study.