First a comment... At this point in the interview (and they should know this), I barely understood what TotalSource is. P.E.O. is difficult concept to understand and even more difficult to convey to a business owner. It is a MONSTER of a small business solution that comprises Payroll, Human Resources, Risk & Safety (Worker's Comp), Medical Benefits (plus supplemental benefits), and Compliance. The product is supported by people (HR Expert, Risk & Safety Expert, Payroll Expert, Benefits Expert) and Technology (Web Platform). The most difficult thing to grasp (yes it gets more complicated) is the mechanism of "Co-Employment." Co-Employment is not something you understand by reading a marketing slick and a website description. It is extremely involved. So, after considering the above... Why would someone ask me why someone would buy TotalSource from me and expect a reasonable answer? What they received was a very generic answer... They would buy from me because I would explain and demonstrate how TotalSource would allow a business owner to A) Stabilize Labor Costs, B) Attract and Retain Key talent to their Organization by becoming an Employer of Choice, C) Avoid penalties, fines from Local, State, and Federal Rules & Regs, and finally D) Allow them to spend all of their time on their core business which would increase revenue and build their brand.