Great points. I was told by a client a couple of years back that I sold "hope and freedom." As a coach, mentor and consultant for business woners, this was really thought provoking feedback. This got me really thinking and so I started to ask clients and others what they thought. Things that came back were "quality of life" "freedom" "possibility" "hope" "fulfillment." It is a great reminder that often the return on investment clients are looking for has nothing to do with money and figures at all and everything to do with something they want to feel.