and it’s NOT about you…
They are wondering – how is this about us?
Your product or service means nothing to them without context.
Merriam-Webster’s simple definition of context is; the words that are used with a certain word or phrase and that help to explain its meaning.
My suggestion is to begin all sales conversations with the meaning, the context, and THEN talk about your product or service.
WHY do they care about warranty, delivery time, responsiveness, or any of the bells & whistles you supply?
Here is a random example for you… “our customers said the upgraded warranty has changed how they are budgeting for maintenance expense. One even shared they will be saving $9,879 immediately.”
See it’s not about you or your warranty. It’s about what that warranty does for your customers.