John Holland, chief content officer of Customer Centric Selling, talks about how to respond to the question "What do you sell." His main point? Don't answer by describing your production or service is great detail. Instead, talk about the outcomes your product/service delivers.
* The purpose of doing discovery with a prospect is to uncover their most pressing problems and their desired outcomes. Then, position the product/service as a way to deliver those outcomes.
* Buyers want to buy but don't want to be sold. Sellers must be trained on business concepts and on being able to articulate value in a way that decision makers, i.e. c-suite executives, understand. And so, again, sellers must learn to focus not primarily on product but rather on the outcomes the product can provide. And those outcomes must mesh with problems facing the buyer.