The other day, I was working with a global leadership team that wanted to move from "product selling to solution selling."
That's an important distinction. But it's abstract. And if you're trying to explain it, you need some concrete examples.
The concrete has power.
Suppose, for example, I told you that this morning I ate:
a) foodstuff (something that may or may not have been food)
b) a bowl of cereal
c) an entire carton of Fruit Loops
d) "two four-minute eggs, a rasher of broiled bacon, orange juice and milk"
Notice how this list starts with the abstract (foodstuff), and gets more concrete.
Fruit Loops and four-minute eggs are easy to visualize. And if something's easy to visualize, it's more likely to grab your attention and be remembered.