Instagram/video transcript: https://www.instagram.com/reel/DJ4eCTOz-ed/

Uploader: Leverage Money Posted: 20250520

Caption (from the post)

This is worth more than a degree, and could earn you a million dollars over your career.

Legendary speaker and business coach Brian Tracy, known for teaching millions about sales, mindset, and success, says it best:

“People don’t care about your product. They care about what your product does for them.”

They don’t care about your company’s backstory, your features, or your process. They care about results. They want a change, a benefit, a transformation. And if you’re not showing them that? You’re losing them.

Here’s the golden rule: 15% of buying behavior is about the past. 85% is about the future. Your job is to paint the vision of that better future.

Tracy puts it perfectly — if you’re selling a trip to the Canary Islands, spend 90% of the time talking about the destination… not the airplane. Yet most people obsess over the plane: the specs, the process, the journey, and forget to sell the dream.

People buy improvement. They buy because they believe the outcome is worth more than the cost or effort.

If you want to sell, grow, and lead, start focusing less on what it is, and more on what it does.

So ask yourself: Are you talking about the plane… or the island? 🌴

🗣 : @thebriantracy 🎥 : @nbforumhq

Follow : @leverage.money for more!

Transcript (verbatim machine transcription: faster-whisper medium, language en, unedited)

This is worth a million dollars to you over the course of your career. This one piece of advice is people don’t care what your product is. They don’t care about you. They don’t care about your company. They don’t care about the background of your company and they don’t even care what the product is. People don’t care. The only thing they care about is what this product or service does for me. What do I get? What’s in it for me? And what they want is they want a change in their life. They want an improvement in their life. A result, a benefit or highest of all is a transformation. They want to be transformed. Here’s the rule. 15% of buying behavior is determined by the past. 85% of buying behavior is determined by the anticipated future. What is going to happen as a result of me buying? So, as we say, if you are selling a tour to the Canary Islands, spend 90% of your time talking about the destination and only 10% talking about the plane that you fly to the Canary Islands in. Most salespeople spend 90% of their time talking about the plane and only 10% of the time talking about the destination. Imagine if you went to a travel agent and you said, I want to take a vacation to the Canary Islands. And they said, well, let me show you how this plane works. And they take out a diagram of the airplane you’re going to fly on and how you walk up the ramp way and where you sit and the food they serve and the movie. You think, I don’t want to hear about this. I just want to know about the islands and the palm trees and the ocean and the warm water and so on. So talk 90% about the change that will take place in the customer’s life. Customers only buy improvement. The reason they buy is that they feel that the quality and quantity of the improvement will be greater than the cost and the trouble of using it or learning how to use it.