Guest Post by John Jantsch
This title seems like a simple enough question, no trick to it really.
If you sell insurance, you sell a piece of paper
If you sell remodeling, you sell boards, drywall and paint
If you sell tax preparation, your sell a big fat envelope full of filled out forms
If you sell automobiles, you sell four wheels, metal and a way to get around
It’s hard to argue with any of these assertions isn’t it. I mean, that’s what you sell – but that’s not the point is it?
What you really sell is – what the buyer believes that are getting when they buy your product or service. Stop selling what you sell and start selling what people want to buy.
Funny thing is – many small business owners don’t even know what that is. And, it’s the most important thing there is to know. Stop thinking in terms of what you sell and start thinking in terms of what your clients buy or think they buy.
If you sell insurance, maybe they buy a feeling of responsibility or company stability
If you sell remodeling, maybe they buy the feeling they get when friends drop by or knowing that their family routine won’t be too screwed up
If you sell tax preparation, maybe they buy peace of mind or a refund
If you sell automobiles, maybe they buy that sideways glance at the stoplight or knowing their teenage daughter will make it home safe at night
Figure out what your prospects buy, not what they should buy, what they do buy and start communicating that in your marketing message to them.
John Jantsch is a marketing consultant, speaker and author of Duct Tape Selling: Think Like a Marketer; Sell Like a Superstar and Duct Tape Marketing: The Commitment Engine and The Referral Engine (Portfolio: May 15, 2014). He is the founder of Duct Tape Marketing.