The Eyes
You're Not Selling the Thing. You're Selling the End of the Worry.
Nobody buys the drill. They buy the hole, and then the relief that the hole is finally sorted.
The customer does not want the plumber, the lawyer, the developer, or the part. They want the problem gone and the worry off their chest. The thing is just the mechanism. What they are actually paying for is to stop thinking about it - to hand the whole headache to someone and trust it's handled.
This is the middleman's home turf. You may not be the best at the work, but you can be the best at making the worry disappear. Sell certainty. Sell handled. Sell sleep-at-night. That is worth more than the work itself, and it's the one thing a faceless supplier can never offer.
People pay most to stop worrying. Sell relief, not the mechanism.
This is one of 48 laws from MIDDLEMAN - The 48 Laws of the Money in the Middle. Read it in full to climb the whole building, floor by floor.