I've sold and built quite a number of custom objects. IME the salesperson is a spiritual counselor and guide. The job is to locate the internal loci of the vague longings in the potential client and connect those to an external object which will then be desired and with which the client will be happy and eternally grateful to the salesman for having provided the necessary connection. It's complex and very personal. I've had clients say that it can be as personal as your spousal relationship.
And from a functional point of view and well as a spiritual one, it matters very much which bike you buy, maybe not that day, but 10 years from the purchase it will have mattered very much or else the salesperson did not do their job. As we all should know, the right bike is not just a bike, it's a love object.
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Results matter