It’s easy to be caught in the trap of selling a product. Take SnapScan for example: “Use SnapScan, it’s the best mobile payment service in the world!”

Makes you feel good. The only trouble is it doesn’t work. The customer doesn’t care about your product. She only cares about the benefits your product provides.

“Use SnapScan, no need to stand in a queue or carry cash anymore.”

Now that’s attractive. That’s something the customer wants. No more waiting, no more cash.

Stop talking about your product and all its amazing features.

Start talking about how it benefits the customer.