Anyone who sells anything is selling change. You may think that you are selling a product or a service, but you're not. You're selling change.
Are you selling a new copier? You are selling a different way to copy or print. The buttons have changed, the process has changed, the type of ink has changed, and even where the finished copies come out has changed. Are you selling a new uniform service? The pick up and drop off dates have changed, the style, colors, and starch has changed. Even the driver and their jokes have changed.
Medical equipment? A different procedure. Advertising? A different medium. Computers? A different operating system. A benefits plan? Different components, products and premiums. Anyone who sells anything is selling first and foremost…change.
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