{"text":"Remember: when you walk into a DIY store to buy a drill, you don’t want the drill. Your end goal is to make a hole and, in order to achieve this, you have to buy the drill.","author":"Chris Murray","tags":["business","business-advice","business","business-success","business-to-business","buying","buying-decision","buying-decision","customers","earn-the-right","influence","influence","money","negotiation","sales","sales-effectiveness","sales-training","salesmanship","salespeople","selling","selling-skills","selling-tips","shopping","trust","value"],"id":8876,"author_id":"Chris+Murray"}