There are no more than eight fundamental reasons why anyone chooses to purchase a product or service in the professional world. When trying to market yourself to a client, if you can appeal to one or more of these reasons in a powerful way, you’re off to a great start. Here is the magic list: productivity, image, efficiency, cost, revenue, security, stability, and safety. When trying to make a sale, convincingly explain how your service can help a prospective client in one or more of these areas. While your personal brand and values are definitely helpful to market yourself, the ultimate reason why someone will choose to purchase comes down to the list.