A harsh truth that you need to accept is that people who buy what you sell (your customers and clients) are generally selfish and don't care much about you.
When they think about buying, one main thing is going through their minds.
What's In It For Me?
In marketing, this is often abbreviated to WIIFM and people will joke about buyers listening to their favourite radio station WII-FM.
They will rarely come out and ask the question directly but it is going through their minds.
Why Are They So Selfish?
They don't mean to be nasty or unpleasant but buying involves making a sacrifice of something valuable to them.