The more you know about your buyer's experience, including:

• Their symptoms

• Their pains

• Their desired result

• Their perceived value of your solution

the easier life will get.

…

Because…

Until you demonstrate that you (deeply) understand your buyer's problem, they won't listen to your solution.

Until you demonstrate that you (deeply) understand your buyer's problem, you might find yourself having to explain, justify, or convince your buyers of the value of your services.

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