June 22nd, 2010 . 11:01 am
Buying the "Hole" - Part I
Posted by Shustir Blog Entries
by Margo Upson
I hate to be the one to break it to you, but buyers don't want your products and services.
What they do want, however, is the end result-- whatever it is that your product is offering them access to. Very few people want a drill, just for the sake of owning one. Even if they collect the biggest and best power drills, what a consumer really wants is a hole. To own a successful business, you need to move beyond thinking that consumers by your product because it is a certain size or color, or because it has certain features. Don't sell products. Sell results.
Whether you are selling a product or service, you need to know what the benefits of your product are. If you're a web designer, you are selling your clients pride in their new web presence and, ultimately, more sales. If you sell baking supplies, you are really selling a freshly baked batch of cookies, and the feelings of comfort that come from homemade treats. If you sell used cars, you're selling freedom and convenience. Diet pills and exercise equipment sell the possibility of the ideal body or better health.
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Check back later this week for Part II
I hate to be the one to break it to you, but buyers don't want your products and services.
What they do want, however, is the end result-- whatever it is that your product is offering them access to. Very few people want a drill, just for the sake of owning one. Even if they collect the biggest and best power drills, what a consumer really wants is a hole. To own a successful business, you need to move beyond thinking that consumers by your product because it is a certain size or color, or because it has certain features. Don't sell products. Sell results.
Whether you are selling a product or service, you need to know what the benefits of your product are. If you're a web designer, you are selling your clients pride in their new web presence and, ultimately, more sales. If you sell baking supplies, you are really selling a freshly baked batch of cookies, and the feelings of comfort that come from homemade treats. If you sell used cars, you're selling freedom and convenience. Diet pills and exercise equipment sell the possibility of the ideal body or better health.
---
Check back later this week for Part II
