Have you ever stopped to think about what you’re really selling?

That may seem like a silly question, but humor us for a minute here.

The obvious answer is that you’re selling whatever you’re selling: accounts and loans of various types if you’re a financial institution, healthcare services if you’re a community hospital, et cetera.

And that’s true. You are selling those things.

You’re also selling a whole lot more than that – or at least, you should be.

Think about Harley-Davidson. On the surface, the answer to the “What are they selling?” question would be motorcycles. Silly question, right?

continue reading »