Notice the bottled water for sale next to the sink. The hotel is selling it for 7 dollars. I don’t know how often people pay the 7 dollars instead of just getting a glass of water out of the tap but clearly enough to have it there. I liken this to selling ice to Eskimos.

There is an endless supply of water yet people pay $7.00 for a 20 once bottle.

The sales lesson:

Just because your customer or prospect already has what you are selling, doesn’t mean they don’t need what you’re selling.

In sales all things are not equal. All water is not the same and all ice is not the same, just ask an Eskimo.

Don’t sell to what people want or have, sell to why they want it. There is always more than one reason and that’s where the win is.