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Present your self as Solution provider which has a genuine interest for a win win situation
You need all three factors the product that the customer ,that will be the solution that he is looking for and the back up service that will look after him when the deal is done.
You mentioned three different things, so if your customer needs a product then you should sell a product.
Hence, you can sell a product, or service or solution if you have competence for all.
selling a solution