When You Sell, Do You Use the Word "We?"

"We do this."  "We do that."  "We can do that, too."  Guilty.  Yes, I do it, too, to ensure it's not all about "me."  But get over it. How many times should you use the word we?  According to this article, none.

Customers don't care about "we" or "you."  They care about themselves and what you can do for them.

The key in mastering sales is switching statements about you and how great you are and what you do, to statements about them, and how great they are, and how they will produce more and profit more from ownership of your product or service. 

Start eliminating "we" and "I' and go for:  "How they will win." "What's in it for them."  "Why they will soar in their business by XYZ."