Inspire Your Customers to Do Business with You
People will tell you they don’t like to be “sold,” but the truth is that we love to buy from people who inspire us with passion and knowledge about their products. In those moments, it doesn’t feel as though we’re being sold; it feels like we’re being helped, and that our lives are improving in some way through the experience. Inspiration can happen in the most unexpected ways, in the unlikeliest of businesses: even rodent control. Yes, rodent control. Let me tell you, if someone who extinguishes mice for a living can deliver an inspiring customer experience, anybody can. I’ve witnessed it, and here’s how it happened.
There were five houses under construction on my city block in Chicago. One day, our neighborhood newsletter sent out an alert that, due to all the construction, unwelcome vermin (the kind with beady eyes and tails) were on the loose in the neighborhood. I felt compelled to call a pest-control company to protect our home from invasion. I had never bought this type of service before and chose the company based solely on their online reviews.
On the morning of my appointment, the doorbell rang, and I opened it to see a tall man sporting a bushy beard, mirrored sunglasses, and impressive tattoos. He introduced himself and handed me his business card. He then asked permission to enter my home, which struck me as being exceptionally polite. As we sat in the living room, he asked me what had prompted my call to the company and listened quietly—without interrupting me—while I explained the situation. He then asked what I knew about rodents. My answer was, “Zero.” He nodded and asked if I’d like to know a little bit more about mice and rats in an urban habitat and what he could do to prevent them from setting foot in my home. I was intrigued and said yes. Then he gave me a brief master class on rodent life and death, the likes of which I had never heard.
I will spare you the fascinating details, but what struck me most was how he talked about his company’s solution. He began by saying, “Here’s what’s different about how we approach the problem versus our competitors,” and went on to articulate what he viewed as their superior extermination process. I was mesmerized. He was clearly proud of his work. Never in my life had I met someone as passionate or as knowledgeable about rodent control.
We all know this is an easy industry to ridicule. Yet, this man didn’t make fun of his job. He didn’t make sarcastic remarks about life in the rodent-control business. He delivered the information with the seriousness of a man on a mission, and that mission was to protect my home. Elevating his offering as “home protection” and not just “pest control” increased my emotional engagement. Before our meeting, I was only in the market for the bare minimum solution. By the end of our conversation, I bought everything he was selling. And I’m happy to say that, as of this writing, the only mammals living in my house are the ones that are supposed to be there.
Most of us would be hard-pressed to think of a less appealing service to sell—or buy—than pest control. And yet I had a great, and even inspiring, experience with this company. When the salesperson left my house, I felt smarter than I had when I woke up that morning; I learned about a subject I had previously known nothing about; I found a solution to a potential problem; I discovered a service provider I felt I could trust; and, consequently, I felt great about the money I was spending and with whom I was spending it. My experience offers a great example of the fact that, in sales, enthusiasm is contagious. When you’re passionate about what you do, people respond, no matter what you’re selling.
When women have a great experience with a sales professional, they almost always describe it to me this way: “That person wasn’t trying to sell me; they were trying to help me.” That’s what an inspirational sales experience feels like: it’s so helpful it lifts the customer to a level of satisfaction she never expected.
MASTERING THE FUNDAMENTALS OF INSPIRATION
Here’s an easy way to think about inspiration: What can you say or do that would get your customer to utter the word wow? We’ll go over some ideas to get you started, including best practices from companies as disparate as a bike retailer in California and a global plumbing manufacturer, but first let’s cover some of the basics for inspiring your customers.
Don’t just sell—educate.
Make it your goal to have your customers feel more enlightened just for doing business with you. Show that you’re invested in their knowledge, and it will have an impact. When appropriate, educate customers on your industry or category and not just your product, as my pest-control expert did, and as the dentist Dr. Stiffle does. Remember that no matter what product or service you represent, you’re really selling only one thing, and that’s help.1
Know your company’s history, mission, and values.
If someone has never done business with your firm, help create an emotional connection by describing your company’s history, mission, values, and unique point of view. You already know that customers want to feel good about the people and companies they buy from, and this is particularly true with women, as well as with younger customers of both genders.
Curate options by talking about what’s popular or bestselling.
It’s human nature to be interested in what other people are buying, which is just one reason e-commerce businesses almost always feature “best sellers” as a category. Talking about what’s popular with other customers is a great anchoring technique that helps customers zero in on a focused number of options. It also provides reassurance, because there’s safety in numbers. No matter how you do it, find a way to flag what’s popular and bestselling before your customer has to ask.
Point out invisible product attributes to underscore value.
Chances are, your customer can’t physically see every valuable attribute that’s built into your product or service. Think of invisible materials in consumer products, such as Scotchgard fabric protector, polarized lenses, performance materials, and weatherproofing, to name just a handful. Don’t assume your customer already knows about these attributes; point them out to underscore the value she’ll be getting for the price. And when you do, focus on the talk-worthy details that people will want to share with others. Imagine a home builder saying, “The ceilings in this home are a foot higher than the ones you’ll see from other builders, and that’s what makes the space feel larger.” It’s easy to imagine a customer repeating those exact words as she shows her friends her new home.
Engage the senses; women shop with all of them.
Women are highly attuned to detail and ambiance, from scent to lighting to music, to the tactile nature of touching and examining products. I often hear women identify stores like Anthropologie, Trader Joe’s, and IKEA as favorite places to shop, because of the high sensory engagement within them. My local grocery store, Mariano’s, features a live pianist playing a grand piano near the checkout line on weekends, which creates an enjoyable atmosphere for all the people waiting in long lines. When evaluating your business, determine how many senses are being engaged within your own four walls. Can you add even one more?
Give hands-on demonstrations.
You don’t want your customers to be passive observers in the sales process. Whenever it’s appropriate, invite them to touch and feel the products you’re selling. Hands-on demonstrations are also effective for conversations about materials and invisible product qualities, for example, “Feel the weight of this wood,” or “Feel the lightness in these titanium frames.” Is there a natural way for you to use the hands-on technique in your work?
Create inspiring names for your products.
Clever names add interest and personality to even the most basic products and services. Nail polish brands mastered this long ago: OPI’s “I’m Not Really a Waitress” and Essie’s “Ballet Slippers” are legendary. If your products don’t have inspiring names, give them some. Look to the apparel industry for good examples. Former indie retailer ModCloth—now owned by Walmart—has a habit of giving their products arresting names like “Biking through Brussels A-Line Dress,” “Star of the Seminar Top,” and “Pontoon Cruise One-Piece Swimsuit.” The company’s cofounder, Susan Koger, once told me in an interview, “We view the clothing as content and not just merchandise.”2 This strategy can apply to any kind of business. When done well, product naming ignites the imagination and allows you to tell a story. How can you leverage this strategy to inspire your own customers?
Create experiences that drive emotional engagement.
Sports apparel retailers like lululemon and Athleta offer in-store yoga and fitness classes; Home Depot offers do-it-yourself workshops for kids and adults; Williams-Sonoma offers cooking classes. What activities can you add to complement the products and services that you sell? To stoke your own inspiration, look outside your industry and make field trips to businesses that routinely deliver experiences, such as Eataly and American Girl. If you’re in B2B sales, what seminars or experiences can you create?
Tell happy customer stories.
Telling stories about happy customers adds third-party credibility to sales conversations and, often, an effective dash of inspiration. People love hearing about what’s worked for others; for example, “We have several customers who turned their guest room into a home office with this furniture. One of them told us she loves it so much she started a new business working from home.” Amass your best customer stories and have them at the ready to use in customer conversations. They’re so important that they might be what your customers remember most about their conversations with you. These stories also give you a valuable opportunity to demonstrate how your knowledge made the difference for someone.
Encourage reviews.
Encourage your customers to write reviews. This sounds like an obvious strategy, but I’ve met many sales professionals who are self-conscious about asking for them. This is understandable, but for better or worse, we live in an age in which reviews and customer testimonials are crucial for attracting new customers. Many people include hyperlinks to review sites with their requests, to make it easier for customers. Feature the best reviews prominently on your website and marketing materials, provided you have your customers’ permission to do so. If you’re on LinkedIn, you can ask customers to write recommendations directly on your profile page. There’s no end to the variety of ways businesses are now asking for and collecting reviews. At my local hair salon, for example, customers are encouraged to post a review of their haircut while they’re still in the salon, and when they do, they receive a discount on the cut. Just be sure to develop a reviews policy that aligns with state, country, and website legal requirements.
Demonstrate how your business makes the world a better place.
People want their purchases to have meaning, and this is especially true with women buyers. If you haven’t already articulated this, begin by asking yourself this question: “When my customer buys from me, what does it say about her?” Consider the appeal of TOMS, the company that created the “Exhibit A” of big, inspirational business ideas.3 TOMS donates one pair of shoes to a needy child for every pair purchased by a customer and has a similar program for its eyewear line, its coffee line (it donates water), and its bag line (it donates birth kits and funding for skilled birth attendants). Target offers a different example with its long history of partnering with top fashion designers to offer exclusive-yet-affordable apparel and accessories. Many independent retailers display signs that encourage customers to “Shop Small,” “Buy Independent,” or “Support your Neighborhood Businesses,” and emphasize their role in keeping the community vibrant. How does what you offer make the world a better place in some small (or big) way? If you’re doing great things, let people know it. Don’t take it for granted that they do. It could tip the balance in whether someone chooses to buy from you or someone else.
Think visually, and invest in design.
Good design is inspiring, and it’s now become a decision-making factor for women in categories far outside fashion and apparel. You see it in the smallest of products, like cans of LaCroix water, all the way to the largest, like Tesla cars. My Kleenex box looks like something out of Architectural Digest. My orange Poppin stapler is positively chic.4
Of course, design isn’t just about how something looks; it’s also about how well something works. This is why service businesses aren’t off the hook when it comes to design. Whether it’s your website, your retail location, your call center experience, or your app, people expect customer interfaces to be intuitive and even elegant. Call it the Apple effect or the Target effect; the bottom line is that design can no longer be viewed as separate and distinct from marketing and sales functions. They are joined at the hip. Well-designed products and experiences can help you command higher price points. How can you elevate design within your own product or service?5
Offer complete solutions.
Women’s holistic buying style is an opportunity for you to bundle products that go together. Let’s say you’re working in a store and meet a customer looking at a new lamp for her living room. As she contemplates buying it, she may be thinking about how that lamp is going to change the entire look of the room. She starts thinking that she may need a new rug, a new chair, or even a new paint job to complete the look. This is big-picture thinking in action. In your own business, think about ways that you can package and price products that naturally go with one another. Don’t always leave it to your customers to piece things together. Even if they don’t want a package you’re featuring, just the idea of a package may inspire them to piece together their own. Taking it one step further, is it possible for customers to build a collection of what you sell?
Focus on real-life benefits.
Product specs and industry jargon can weigh down a sales conversation. If you work in an industry filled with jargon, challenge yourself to minimize the jargon and name at least one real-life benefit for every feature you mention. You can also create helpful analogies as descriptions. For example, in the eyewear industry, polarized lenses command a premium, but not everyone knows what “polarized” means. A great analogy that I’ve heard from sales professionals in the industry is that polarized lenses “are like sunscreen for your eyes.” What analogies can you come up with for your own products?
Emphasize how the people in your customers’ lives will benefit and react positively to their product choice.
We humans are wired to avoid social rejection. Once you’ve used discovery questions to identify your customers’ absent influencers—the people who aren’t present but are critical to the sale—be sure to emphasize how they, too, will benefit from what you’re selling.
Tell the backstory.
It’s likely that some of your products and services have interesting backstories. Maybe your firm created a new product based on customer feedback; maybe your designer built something inspired by a hike up Mount Everest; maybe you are the only firm in the country with an exclusive on a particular material. Let your customers know the backstory behind your products, services, and designs. It gives you great material with which to engage them in conversation. Look to IKEA for inspiration here: the company routinely showcases photos and stories of its product designers inside the company’s stores.
Elevate the ordinary; consider your signs.
The way you merchandise your space can render whatever you’re selling more valuable. This is why many people stage houses with great furniture and art before putting them up for sale; they hope it will help command a higher price for the home. If you think of your selling environment as a stage, consider your signage and decor to be your supporting cast.
From a retail perspective, signs are often a missed opportunity for selling and brand building. Sure, signs are everywhere, but mostly they’re directional or informational. I once saw a great example of inspirational signage at Lowe’s, a chain of big-box home improvement stores, and it left a strong impression on me. I was walking down an aisle that featured some low-interest (to me) products, like baskets full of loose cabinet knobs. As I walked past the knobs, I looked up and saw a banner promoting them, which read, “Cabinet and Pantry Solutions: Turn Chaos into Calm.” It gave me pause. The banner conveyed an emotional benefit for all those functional cabinet knobs.
Then I moved farther down the aisle and found sets of plastic dish-drying racks for sale. Boring stuff, I thought, until I looked up and another banner beckoned. It read, “Countertop and Sink Solutions: Turn Boring into Beautiful.” I considered the message and thought to myself, Yes, if your kitchen is sparkling clean, I guess it really is a beautiful thing.
Finally, I turned the corner and saw displays of the most dull products imaginable: plastic silverware holders that live inside kitchen drawers and eventually get filled with crumbs. I looked up, and the banner read, “Drawer Solutions: Turn Scattered into Streamlined.” It was yet another emotionally engaging message. I was impressed: Lowe’s had elevated ordinary products to an inspirational place. If Lowe’s can do it with cabinet knobs and plastic silverware holders, imagine what you can do with your own products.
Assess your communication materials.
Since we’re talking about signs, now might be a good time to take an inventory of your communications materials to determine if they are inspiring, inclusive, and relevant to modern women. Use these tips as your guide on mistakes to avoid.6
Mistake #1: Overplaying feminine stereotypes. Generally speaking, don’t use a heavy hand with pink for selling to women unless you’re in the fashion and beauty businesses, or raising money for breast cancer causes. There are exceptions of course, but in gender-neutral industries, an excessive use of pink—and exclusively pink—can come across as a cliché when targeting women. Ideally, if pink is used, it should be used as one color among many. Cautiously approach other stereotypical images for women, such as red stilettos, purses, and lipstick marks, unless you’re selling those products.
Mistake #2: Using outdated language. The word women usually sounds more modern than ladies, especially if you are in a business that’s new to reaching out to women. Keep in mind that language changes over time; for example, the word stewardess has evolved to flight attendant. Make it a priority to stay current. Also be wary of using the word females to refer to groups of women, because the plural term can seem impersonal. Try the word women instead.
Mistake #3: Depicting women as passive observers. Closely examine the photographs you use, to make sure they’re not dominated by images of women in passive poses. Men are depicted as “agents of action” in marketing more often than women. Images of women who merely gaze at other people doing things are out of touch with the reality of modern women’s lives. Use an “active” lens as you evaluate stock photography for websites and presentations, and buy the best quality you can afford.
Mistake #4: Leaving women out of the picture entirely. One lingering mistake for many industries, even today, is leaving women out of visuals entirely. Recently, I was at an airport rental car facility that was filled with women customers standing in line for service, yet every poster in the building showcased men—and only men—renting cars. Watch your blind spot and ensure that women are represented in your visuals.
BEST PRACTICE
Folsom Bike
Making Inspiration Look as Easy as Riding a Bike
If you’re in the business of selling bikes, you want as many people as possible to get cycling. Yet walking into a bike shop can be an intimidating experience for the uninitiated. That’s the very reason Erin Gorrell and her husband Wilson Gorrell opened their own bicycle retailing business in Folsom, California. Today, if you hang out at one of their two bike shops long enough, it’s clear that the Gorrells aren’t just selling bikes—they’re selling inspiration. And they’re good at it: Folsom Bike is now the largest locally owned bike retailer in bicycle-crazy Northern California. Looking at the way they’ve grown their business offers valuable lessons in customer inspiration. Erin Gorrell tells us their story:
“When I wrote our business plan, I felt that customer service was really lacking in this industry, and as a woman cyclist visiting bike shops around the country, I saw how often the treatment of women was even worse. So when I opened our store, I wanted to have a hospitality approach. I wanted to be the Nordstrom of bike shops. I wanted to be like Cheers,7 where everybody knows your name.”
To create this kind of environment, the Gorrells built a café in one of their stores, called Folsom Grind, whose motto is “Get grind in your cup before you grind on your bike.” It’s become the heart of the Folsom Bike community and a place to get introduced to fellow cyclists and potential friends. “Any type of sport becomes very much a community thing, and cycling falls into that realm,” says Gorrell. “Our goal was that if you lived in the area and wanted to bike, you knew to come to us. The coffee shop was our vehicle to make that happen, and it’s been extremely successful.” Gorrell says she wanted to give people a nonthreatening reason to come to the store. “What could be more nonthreatening than a cup of coffee? It doesn’t cost you a whole lot of money. People drink it every morning. So we dedicated twelve hundred square feet of interior space and a large outdoor patio to it.”
Gorrell reports that the café is routinely filled with customers, riding groups, friends, and “civilians” who gather there before and after rides to hang out and drink coffee, local beer, and wine, and often talk about their latest rides. The Gorrells intentionally built an environment in which people want to linger and chat, both in the café and inside the stores. There’s seating everywhere. “We have bar stools in front of the service counter in the stores; we have sofas; we have chairs—we want our customers to interact with staff and just hang out with us,” says Gorrell. “We want to get to know them, and we want them to get to know us, because that’s what builds customers for life.” The staff is constantly curating group rides for different ages, interests, and fitness levels, as well as offering training seminars, inviting guest speakers, and hosting events like the annual Women, Wine & Dirt mountain bike ride. “We’re constantly planting mustard seeds (of inspiration),” she says.
“The whole focus of our business is showing our customer ‘this could be you,’” says Gorrell. “This could be you on that mountain. This could be you on that road. This could be you buying a new bike. It’s about how we make people feel. That’s what they remember. And we want to make people feel good.”
Folsom Bike also has a mission to inspire and cater to women. The Gorrells built a store-within-a-store Ride Like a Girl boutique that features T-shirts, water bottles, and merchandise emblazoned with that slogan, which was created by Erin Gorrell. “The response has been phenomenal,” she says. “Women are so appreciative and thankful that they don’t have to hunt and peck to find something that fits them. Cycling has been predominantly a male sport. As a woman, you don’t want to be made to feel inadequate when you walk into a store. You want to be enlightened, educated, and excited. That’s what we provide.”
Inspiring Customers Helps Prevent Showrooming
For brick-and-mortar businesses, giving inspiring service is critical to curbing showrooming, the practice of visiting a store to look at merchandise and then buying it cheaper online. Erin Gorrell frequently meets customers who have found cheaper bikes online, but she knows how to inspire them and earn their business with personalized service.
“You can’t ride a bike on the internet,” says Gorrell. “The internet can’t know what your goals are. We can find out your goals through active listening. Let’s say you’re looking at a bike online, and you want to go downhill riding in Lake Tahoe. You may be looking at a bike that won’t be able to do that. We are going to make sure you’re on the right bike, that the right parts are installed, and that your bike is shifting 100 percent correctly. And then we’re going to have you ride it, so you can feel what the brakes are like. You can throw your leg over it. We’re going to send you across the street on a bike path, and we’re going to make you ride a hill on three or four different bikes, so that you can make the best, informed decision. Give us the opportunity to match the price you see online, and we will deliver your bike to you. We show the value to the customer and then add an additional layer of complimentary services (like delivery) to show that we exceed what the internet can do.”
Beware of These Inspiration Killers
Folsom Bike has a customer experience centered on inspiration. Based on my research with women, inspirational sales experiences are the exceptions and not the rule. To deliver an inspiring experience, be sure to avoid these inspiration killers:
• Demonstrating a lack of interest in what you’re selling
• Avoiding eye contact
• Using sarcasm or complaining when referring to your job or product
• Diverting attention from the customer to yourself
• Appearing distracted by looking at your phone (if you’re on the phone doing something for the customer, explain this to them)
• Producing work with simple mistakes, like spelling errors
• Showing up late
BEST PRACTICE
Kohler Co.
Inspiration in Everything, Including the Kitchen Sink
If you’re renovating a bathroom and shopping for a new sink, what’s more inspiring to see at stores: rows of sinks bolted onto walls, or sinks that are situated in beautiful bathroom displays?
The displays, of course, but they’re not always easy to find in retail environments, since they take up valuable square footage. This poses a challenge for plumbing brands, because there’s not always room to showcase how products such as showerheads, toilets, faucets, and cast-iron tubs can create a look in someone’s home. To overcome this, global manufacturing giant Kohler Co. broke out of plumbing-industry norms and created its own line of direct-to-consumer stores, to inspire customers to build their dream homes with Kohler products. The company’s rollout of two retail concepts, Kohler Signature Stores and Kohler Experience Centers, offer great lessons for any business looking to bring its brand to life within four walls.
Dream. Design. Shop.
Walking into a Kohler Signature Store is like stepping into every fantasy you’ve ever had about rehabbing your home. The space is filled with beautiful bathroom and kitchen vignettes in every conceivable style and color palette, complete with elements such as wood cabinetry, tiles, modern lighting, and accessories so detailed that even the soap dishes look like works of art.
“We reverse engineered the stores based on what the customer wanted, and our customer base is 80 percent female,” says Michelle Kilmer, Kohler director of stores and showroom marketing. “Our message is focused on three things: dream, design, shop,” she explains. “We also offer professional design services and connect our customers with installation experts, because we wanted to put control in the hands of the customer.”
At the Kohler Experience Centers, which are expanded, premium versions of the Signature Stores, displays are so sophisticated that customers can see and feel running water from products like rain showers, handheld spray wands, and faucets. They can even bring a bathing suit to take a private test shower in one of the stores’ spa-like “experience rooms.” Yes, you can now test-drive a shower, which gives new meaning to the idea of an immersive brand experience.
You probably didn’t grow up visiting “plumbing stores” because the industry historically is a wholesale business. Kohler started to change that in 2005, a year when the US economy was going gangbusters, HGTV was becoming wildly popular, and interior design was moving beyond the Architectural Digest crowd and into the mass market. Suddenly, people felt empowered to create their own dream bathrooms and kitchens.
Enter Kohler, which became the first plumbing manufacturer to launch a direct-to-consumer retail strategy in the form of Kohler Signature Stores. Prior to the launch of these stores, customers had fewer places to see the kinds of luxury bathroom and kitchen designs featured in Kohler’s stylized advertising campaigns. Websites such as Houzz and Pinterest hadn’t been invented yet. Unless someone visited a plumbing showroom or hired a professional interior designer, it wasn’t always easy to see Kohler products in situ, and thus the manufacturer was missing out on the opportunity to inspire retail shoppers and help them imagine how the products could transform their homes.
By creating a direct-to-consumer retail channel of its own, Kohler was able to showcase the variety of designs, price points, and footprints available from the company all under one roof for the first time, while maintaining a high level of customer service to match the inspirational environment. Service is important because of the high-stakes decision-making involved in home building and rehab. Customers are well aware that they may have to live with their choices for decades, and no one wants to make mistakes. Kohler Signature Stores became the first in the plumbing industry to offer fee-based, professional design expertise at retail. As a result, the stores evolved into inspirational one-stop shops for kitchen and bathroom renovations for retail customers.
The stores serve a B2B role for the company as well. Kohler trade channel partners—plumbers, contractors, architects, and interior designers—bring their clients to the stores to see all the Kohler possibilities for their projects in one place. Each store is operated by a local plumbing distributor through a licensing agreement, which means that when customers buy from a Kohler store, they are supporting a local business while getting a global brand, offering both the appeal of shopping local and the peace of mind of purchasing a known product.
What’s next for Kohler? The company plans to continue rolling out new stores. It now has more than thirty stores in the Americas and more than nine hundred branded stores in China. The manufacturer also has introduced online (virtual) bathroom design services. “Our goal is to meet the customer wherever they are,” says Kilmer.
KEY TAKEAWAYS
• You can inspire customers by what you do (your product), how you do it (your service), where you do it (your physical space), why you do it (your mission and values), and who you are (your unique personality and style). Kohler and Folsom Bike offer compelling examples of the different ways that inspiration can be brought to life.
• Your ability to inspire customers can lead them to value your guidance, overcome price concerns, and choose you over a competitor. My rodent-control sales professional was effective in inspiring my high-dollar purchase by elevating his offerings from pest control to home protection, which inspired me to follow his advice.
ACTIVATING YOUR INSIGHTS
• Your best customer stories can inspire prospects and new customers. With that in mind, consider creating a “Happy Customer Story Repository.” This repository is a compilation of your best and most inspiring customer stories, documented in a file so that they’re top of mind and can be referenced in future customer conversations. If you work with a team, collaborate on the repository so you can share each other’s customer stories and have that many more to tell.
• Think about all the things you do for customers that might cause them to say, “Wow!” What are some ways you can create more “wow” moments, like the test showers at Kohler Experience Centers and the test rides at Folsom Bike? Can you expand on the “wow” moments you already offer?
• Ultimately, people are inspired to buy something when they feel it will improve their lives. How can you more effectively articulate how much better someone’s life will be if they buy your product or service?