I talk about customer's deeply held beliefs. And how that is the most important thing to address. It isn't about you, it is about their needs, and figuring out those needs. If you want to influence any buying behavior, you need to change a prospect's belief window. Change what someone thinks, you change what they do. Ignore the prospects needs, you are not closing anything. This is the main concept of the Reality Model by Hyrum Smith, he founded Franklin Covey, and his idea was that each of us has a Belief Window through which we observe the world around us. On our Belief Window are thousands of principles we believe to be true about ourselves, our world, and other people.