Is, Does, Means - A great analogy for why it's important

Hey Everyone,

I had a great analogy for "Is", "Does", "Means" pop in to my head during a conversation that I had with a new hire in class yesterday.

We were discussing how a lot of reps fall in to the trap of telling prospects what our product is and what the product does, in other words telling them only the features, and failing to show them what our product means to their business.

The analogy I thought of for telling someone the "Is" and the "Does" and NOT the "Means" is this:

It would be like telling a joke without giving the punchline and expecting someone to laugh. In other words it would be like telling someone what a Job Posting is and what it Does without telling them what it means to their business and expecting them to understand the value.

Happy Selling!
Matt