People will pay more if it is “their” idea to do so. This means asking enough good questions to understand not only what they need or even what they want but what affect if will have on them, their business etc if they buy your product or service. It is all about the whys. And don’t assume the whys, make them tell you. The deeper they can go in helping you understand the effect, the better chance you have to sell it.
Remember, derive questions to let them talk about what they want to buy, not what you want to sell.
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