if you're selling to broke people, sell them a way out. if you're selling to rich people, sell them safety. if you're selling to young people, sell them potential. if you're selling to old people, sell them the legacy they'll leave behind. if you're selling to employees, sell them freedom from their boss. if you're selling to bosses, sell them freedom from their employees.
I used to buy those cheap sunglasses from the roadside all the time and always thought, "What's the point of buying expensive ones? I'm going to loose them anyway." Then one day, I gathered the courage and bought an expensive sunglasses. And guess what? I still have them. I've taken care of them ever since.
That's when I realized those cheap sunglasses weren't getting lost because they were cheap? They were getting lost because I didn't value them enough to care. It's hard to accept, but sometimes in someone else's story, you are that cheap pair of sunglasses.