One of the most famous lessons in sales is simple: People don’t buy the drill. They buy the hole. My friend Darrin DeStasio expands on this idea in his excellent book, Sell the Hole, Not the Drill. In this short video, I share one of my biggest takeaways and why it’s still just as relevant today. After you watch, I’d love to hear your thoughts: How do you help your customers see the outcome instead of just the features? Find it on Amazon: https://a.co/d/0iYUmDup