The biggest mistake of salespeople make with customers

The biggest mistake salespeople make is they tell the customer all about how the product works, all the facts, instead of sharing with them how they'll feel when they have it. 

When I first started my training company 20-25 years ago, I was invited to work with a big hotel company called Fiesta Americana in Cancun. It was really nice and I worked two, three weeks straight without a day off.

So at the end of this big work, I decided I'm going to treat myself to a massage. There's a new spa up there. So I walk up the stairs and there's a very conservative looking woman behind the counter and she's got her hair up really tight in a bun and I said, can you tell me a little bit about your massages? She says, yes, they're $65.

You must book them 48 hours in advance. There's five pages of paperwork that you must fill out in order to get a massage. We do not take MasterCard or Visa.

Cash only and you must book it way in advance. Go ahead and fill out the paperwork. Would you like to book your massage? No, I would not.

Too many features. I'm out of here. This sounds awful.

So I start walking down the streets of Cancun back when it was safer and there's just like a little alleyway and I look up and I see this place and it says, little teeny place, it says Garden of Eden massages. Maybe I'll go in there. So I walk in and I can smell like this lavender oil and I can hear water feature and there's this really cute like Eastern European gal behind the counter.

I said, can you tell me about your massages? She says, tonight we have Eduardo. Really? She says, Eduardo, he has the magic hands. He take the oil and rub it all over your body and make you tingle.

Really? She says, have you had Eduardo? No. She says, I don't believe. Eduardo, he usually book up two weeks in advance, has an opening in 10 minutes.

You want it? Yes. So I had Eduardo. He traveled with me for the next, no, I'm just kidding.

Here's the point. The first woman told me how it worked. The second woman told me how I'd feel when I had it.

As a seller, are you telling your customers all the facts of your product or are you sharing with them the outcome of how they'll feel when they have it?