Customer Needs Verses Pushing Product

I visited a high end hi fi store on the weekend. The salesperson asked me what I was interested in which was simply something I could play CD's on that gave excellent separation of instruments and vocals. For the ensuing 15 minutes I got a download of all his musical education and how wonderful the product was. The system rotated, I could mount the speakers on walls, the remote could make coffee (joking) - all of which 1% related to why I went in there in the first place. He lost me and lost the sale. Most buyers aren't interested in how good you are or how good the product is, and ALL of them are interested in themselves. "What are the benefits to me and will it meet my goals?" If you listen intently to your customers needs, identify their wants and centre your discussion around them, you might in fact create a new customer in five minutes than have them walk out the door empty handed after fifteen.