“Your offering is not your product. Your offering is your product, services, your employees, your experiences, your ideas, your other customers, and even your competitors. Sell them all.”
This James Altucher post offers a cheat sheet for selling anything based on his varied experiences over the years.
In it, he explains why people pay for friendship, the importance of over-delivering, why it’s as important to be the source of valuable information as it is the source of your product, and why you sometimes need to fire customers.