Potential customers don’t care about your product or service.  That’s right, they couldn’t care less!

As a business owner or salesperson, you obviously care deeply about the product or service you sell.  In fact, you’re probably in love with your product, as you should be.  After all, your product is amazing, and your service is superior.  How can you not love it?  How can everyone not love it?  But your customer doesn’t care.