This is a story I heard today: A young salesman come to his boss to express his frustrated that he isn't producing up to his standards. The young salesman is telling his boss that he is bringing many prospects to his business but no one is buying. The boss reminds the young man of the old saying: you can lead a horse to water but you can't make him drink. The young salesman has heard this many times from his boss so this was very redundant to him. Then the boss tells him that there is a second half to this story. He says: your job is not to make the horse drink, it's to make him thirsty! I thought this was a great story. We, as marketers or salesmen, have to show the value and brand yourself or product to make people "thirsty". Thirsty people are buyers! So go find your thirsty people, life is so much rewarding when you can quench someone's thirst!