This is an excellent insight about getting hung up on product instead of value.

This is the inverse of the classic copywriting strategy of asking,"Therefore What?" after every marketing statement to identify the underlying benefits. i.e. we sell drills. therefore what? you can use it to make holes. etc... (my take on the saying, "you sell the hole, not the drill."

Just question everything they say and you'll stumble upon what really drives their decision.

Great Post.