Most people think they sell a product or service. But customers normally aren't buying the thing. They're buying the problem going away. So here's today's question: What do you sell — and what is your customer REALLY paying you for? For me with asphalt, they're not really buying tonnes of asphalt. They're buying a car park that's fixed, looks good and becomes something they don't have to worry about anymore. Interested to hear everyone else's.