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  • Mike Simmons thinks this is interesting:

Generally, people buy what they want. They often don’t buy what they need. It may be that what they want is what they think they need, but they could be very wrong about what they need. Beware! Prospects often do not know what they want. This may be because they do not know what is available. As Henry Ford suggested, ‘If I had asked my customers what they wanted they’d have said a faster horse!’. Buyers sometimes need educating in order that they want the right thing (which, hopefully, is your product/service).

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Cover of Brilliant Selling

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