@JoshuaRichards Absolutely! Every person a business owner is trying to sell to has a desired end result in mind. When you can show them how you can easily get that for them, while reducing the risk as much as possible, they're a LOT more likely to buy from you. One of the bigger challenges is actually know WHAT they actually want (sometimes even the customer doesn't know how to say it). For example, a college guy might say he "wants a red sports car." But what he "usually" really wants is validation from his peers, a feeling of prominence, and for girls to notice him (but he won't tell you that because sometimes he doesn't even realize that's his true desire!). The car was the desire, it was the means by which he could attain the actual desire.