It Was Never Really About Drills or Holes

It's more than "don't sell drills, sell holes."

Why do they want a hole?

To put a peephole in their front door?  So they can see who's at the door before opening it?

So, you're not selling a drill or a hole ... you're selling safety.

Now take it to the next level:

Paint a picture of them feeling secure in their home with the safety feature they wanted.

The drill is just a way to get to that transition from feeling unsafe to feeling safe ...

 

... it was never really about drills ... or holes.