Many business owners don't know what they are "really" selling. Once you understand what your customers are "actually" buying, you have a much better chance of selling them.

People never buy your product or service

When it comes to writing advertising content that sells there is a saying that goes "focus on the benefits, not the features." Another marketing cliché that illustrates the point, "People don't buy drill bits. They buy the holes that the drill bits make." It is the benefit of the product or service that people are really buying. They don't care that your product or services features the X-100 watchamacallit, they want to know what the X-100 watchamacallit will do for them.

Take a look at your business and figure out what benefits you offer and focus your sales and marketing efforts on them.

Bonus Tip: If you improve the benefit you offer or add an additional benefit, you can charge more and separate yourself from your competitors.

Source: http://www.webolutions.com/blog/people-never-buy-your-product-or-service