People buy what they want, not what they need. I was in a brainstorming session with a client, and we got into this conversation about wants vs needs. In business and sales, understanding client behaviour is the key to success. A common misconception is that clients buy what they need. However, the truth is that people don't buy what they need; they buy what they want. Case Study: When I was the country manager for Ruckus Wireless (a Wi-Fi company), we had an excellent opportunity to sell...